Dunnhumby and Aptaris Enter Partnership

dunnhumby, a customer science company, and Aptaris, an enterprise marketing and promotions management company, announced a new strategic partnership agreement that may enable retailers to increase the relevance of the offers to their customers.
Today dunnhumby and Aptaris provide complementary software solutions that address the difficult challenge of planning and executing successful trade promotions. Retailers use dunnhumby optimization and analytics solutions to better plan and understand the impact of regular and promotional pricing, so they can make informed decisions that strengthen their brand and the value delivered to shoppers. Meanwhile the Aptaris solution helps retailers streamline the complex processes involved in managing promotions, from vendor collaboration through advertising design and billing.
With this new partnership, dunnhumby science will be integrated into the Aptaris solution, providing retailers with a single, end-to-end promotions management solution. Created for retailers by retailers, Aptaris powered by dunnhumby will enable stakeholders in the promotions planning process to:
Conduct “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

Use accurate forecast data to negotiate smarter deals for trade funds – and then automate vendor accounting

Improve internal team collaboration, from merchandisers and buyers through to marketing and advertising to finance

Gain visibility into true margin potential, and customer response to promotions, for real understanding of bottom-line impact

“The dunnhumby philosophy is centered on helping organizations build long-term customer loyalty, and promotions play a key role in shoppers’ perception of value,” said Howard Langer, managing director for dunnhumby Price and Promotion. “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.”
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