Dunnhumby Unveils Behavioral Insights Portal

CINCINNATI -- Dunnhumby today unveiled ConvenienceShop, a new online portal that provides comprehensive point-of-sale and behavioral insights based on loyalty data from nearly 5 million U.S. convenience store households. This product is targeted to consumer packaged goods (CPG) companies.

The news was first told to CSNews Online. ConvenienceShop is designed to detail shopper segmentation through analysis of actual purchase behavior, demographic information and overall engagement, which can help CPG companies better understand shopper frequency, purchase adjacencies, purchasing patterns, promotional performance and brand loyalty. The portal also includes access to both in-store and fuel purchases, and provides a two-year history.

"With ConvenienceShop, we can drill down to the product level, time of day, age and gender, whether a product purchase was coupled with a fuel purchase, etc., and understand how engaged that shopper is with a brand," said Leslie Liss, vice president, CPG Commercial Solutions, dunnhumbyUSA. "That level of granularity is powerful for a CPG [company] in determining assortment, pricing and promotions targeted to c-store customers."

According to dunnhumby, all ConvenienceShop information is derived from an anonymous, privacy-protected database of c-store purchase behavior. Subscribers to ConvenienceShop will have access to 24/7 product support, as well as a comprehensive coaching and training program.

Dunnhumby has analyzed data and insights from more than 400 million households across the globe for the past 20-plus years. Cincinnati-based dunnhumbyUSA is a joint venture of The Kroger Co. and London-based dunnhumby. Its clients include Tesco plc, The Coca-Cola Co., PepsiCo Inc., The Procter & Gamble Co. and Kimberly-Clark Corp.