The Winning Project: Customer Affinity Mapping & Multi-Channel Price Elasticity
The Retail Consultancy UK award was claimed by retail data science firm Dunnhumby. Dunnhumby was recognized for establishing a dynamic pricing and multi-channel demand forecasting network across a major national supermarket chain.
Faced with fluctuating wholesale prices, supply chain instability, and high food wastage in over 480 storefronts, the client needed a fast, automated system to balance shelf stock and consumer demand. Dunnhumby built an end-to-end customer affinity and price-optimization platform integrated directly with point-of-sale cash registers and regional warehouses.
The system utilizes localized purchase frequency datasets, demographic affinity maps, and near-expiry SKU trackers to automatically calibrate price discounts and purchase orders. By targeting price discounts dynamically where stock velocities are sluggish, the supermarket chain successfully optimized gross margins, increased general grocery sales, and reduced high fresh food waste levels significantly.
Judges' Verdict
"Dunnhumby has delivered a highly effective solution in retail data science. By creating pricing models that are both profitable for grocers and valuable for reducing environmental waste, they have illustrated the practical power of data-driven retail."