Macy’s Hires Consumer Insight Firm

Cincinnati Macy’s, Inc. has entered into a multi-year partnership with dunnhumbyUSA, a consumer insight firm. Macy’s will be dunnhumbyUSA’s exclusive client in the department store category.

Under the agreement, the firm will analyze Macy’s customer sales data, develop customer segmentation models, and work with the Macy's organization to apply the learnings.

“Our intention is to leverage knowledge of customer segments to drive same-store sales, profitability, customer loyalty and, ultimately, shareholder value,i said Terry J. Lundgren, Macy's, Inc. chairman, president and chief executive. "For Macy's to continue to build a sustainable competitive advantage, we need to fully understand our customers and mold our offering to satisfy each customer's specific needs."

dunnhumby USA, a joint venture between London-based dunnhumby (which is majority owned by Tesco) and U.S. retailer The Kroger Co., will analyze the data from 850 Macy's department stores. The company provides similar services to other U.S. retailers, including Kroger and The Home Depot.