dunnhumby Signs Strategic Partnership with Aptaris
- by Jessica Donnel
CINCINNATI & TAMPA, FL - dunnhumby, the retail customer science company, has announced a strategic partnership with the enterprise marketing and promotions management innovator Aptaris in order to expand promotion capabilities and marketing reach for retailers.
"The dunnhumby philosophy is centered on helping organizations build long-term customer loyalty, and promotions play a key role in shoppers' perception of value," Howard Langer, Managing Director for dunnhumby Price and Promotion, said, according to a press release. "This partnership demonstrates our continued investment in price and promotion technology solutions that give retailers the tools they need to be more successful. And, these tools are just one component of dunnhumby's broader ability to provide strategic support to retailers who need deeper insights into their shoppers and markets."
To understand more about what dunnhumby does, watch the video below.
According to dunnhumby, retailers around the world rely on it for the decisions they make to strengthen their brand and serve shoppers, basing those decisions on the company’s optimization and analytics solutions.
Now, combined with the offerings of Aptaris will look to address planning and executing successful trade promotions for retail chains with complementary software solutions.
"The new combined offering allows immediate access to dunnhumby's data-driven customer intelligence," Tom O'Reilly, CEO of Aptaris, said in the release. "Retailers will be able to determine instantaneously if a 50 percent discount will have greater impact on their category than a buy-one-get-one promotion. The higher awareness of financial impact deeply ingrained into the retailers' existing processes will increase promotional funding and revenue."
According to the companies, this partnership will enable stakeholders to boost efficiency for both merchandising and marketing through:
- Conducting "what-if" scenario planning in real time, and make choices about offer mechanics and marketing tactics based on proven demand science – all within the ad-planning interface.
- Using accurate forecast data to negotiate smarter deals for trade funds – and then automate vendor accounting.
- Improving internal team collaboration, from merchandisers and buyers through to marketing and advertising to finance.
- Gaining visibility into true margin potential, and customer response to promotions, for real understanding of bottom-line impact.
According to the duo, these solutions help retailers streamline complex processes involved in managing promotions, “designed for retailers by retailers.”