Dunnhumby Enters U.S. via Kroger

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British database marketing firm dunnhumby entered the U.S. market through a joint venture with The Kroger Co., a leading grocery chain nationwide.

Called dunnhumby usa, the new company is based in Cincinnati near Kroger's headquarters. A key mandate is to better understand the Kroger customer and identify opportunities to improve shopping experiences in the stores.

Specializing in data management, analysis and planning, dunnhumby played a major role in developing British grocer Tesco's Clubcard eight years ago. It has worked on accounts like Virgin Atlantic, Diageo, BMW and Procter & Gamble Co. to gain customer insights and develop better marketing programs.

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