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Dunnhumby Rebrands KSS Retail Into Price And Promotion Brand

Customer science and data analytics company dunnhumby has relaunched its KSS Retail business unit, which will now be called the dunnhumby Price and Promotion brand. The rebranding reflects the integration of software and tools with the company’s consulting and research practice.

Howard Langer, Managing Director for Price and Promotion at dunnhumby, made the announcement at the Professional Pricing Society Fall Meeting.

Dunnhumby initially acquired KSS Retail in 2010 along with the PriceStrat price and promotions optimization software platform, which has been implemented at retailers such as Tesco, AutoZone, Raley’s and Southeastern Grocers.

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With the restructuring of dunnhumby’s joint venture agreements in major markets this year, particularly in the U.S., retailers can turn to a single source for strategy, research and planning, and other distinctive price and promotion services, in addition to enterprise-class optimization and analytics tools.

“At the very core of a successful price and promotion strategy is knowledge of one’s customers, and dunnhumby has proven time and again that we understand shoppers and their behavior better than anyone else,” Langer said during the presentation. “The unique combination of our strategic processes, proprietary insights and cutting-edge software suite enables dunnhumby Price and Promotion to help retailers truly take the right steps that result in sustained pricing power.”

The dunnhumby Price and Promotion brand will work with retailers to:

  • Evaluate and model customer price perception, providing insight into what steps influence sustained shopper loyalty and competitive advantage;

  • Develop relevant, personalized promotional plans designed to attract valuable customers and grow category performance with minimal cannibalization; and

  • Forecast the impact of pricing, promotional and assortment changes on customer demand and key financial metrics, such as revenue and gross margin.

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