Case Study: Tesco achieves +7% category sales uplift with dunnhumby

Tesco - Customer Case Study

Tesco, the leading UK retailer, wanted to connect in-store customer data with online IDs so it could improve digital personalization, reduce programmatic media wastage, and measure the true sales impact of its campaigns. Working with vendor Dunnhumby and its personalized display advertising business, Sociomantic, Tesco aimed to extend re-targeting beyond online browsing behavior and better understand omnichannel shopper activity.

Dunnhumby implemented a solution that linked in-store and online shopping data to cookies, enabling real-time programmatic display targeting and campaign measurement against control groups. The approach reached 2 million households in a year, delivered a +7% category sales uplift measured in-store and online, and achieved a 4:1 sales-to-cost ratio, with KPI insights used to optimize future campaigns.

Tesco