Case Study: Samworth Brothers boosts promotional sales uplift with Dunnhumby

samworth brothers - Customer Case Study

Samworth Brothers, the UK premium chilled and ambient food manufacturer behind brands like Ginsters, needed a better way to optimise promotions for its Pies & Savouries category. Facing declining promotional effectiveness, shrinking feature space, and the risk of losing shelf presence, the company worked with vendor dunnhumby to create a more data-led promotional strategy that would also align with Tesco’s category plans.

dunnhumby used customer data science, including customer importance, price elasticity, uplift on feature space, and cannibalisation analysis, to segment products and identify the best promotional mechanics and key lines with strong uplift potential. The result was an optimised promotional plan projected to deliver more than 1.81% sales uplift versus the original base plan, along with a rulebook to guide Tesco’s future promotion-setting decisions and strengthen supplier-retailer collaboration.

Samworth Brothers