This guest blog was authored by Brian Czarny, Chief Marketing Officer of Factual, a leader in location data.

This year, we assisted dunnhumby with their 2019 dunnhumby Retailer Preference Index: Convenience Store Edition by providing high-quality location data to help with market analysis. Capturing real-world visits is one of the most important retail KPIs today, as channel and media fragmentation is elevating competitive pressures and making it increasingly difficult for brick-and-mortar retailers to grow or even maintain visits. By delving into the data we provided, dunnhumby was able to compare Share of Visits between convenience stores that ranked in the top quartiles and those that ranked in the bottom. Ultimately, they were able to determine that Share of Visits does not differ much across the top two and bottom two quartiles of stores. In fact, they were the same at 14.4%. With the initial results in hand, the RPI analysts wondered: Why was there so little difference between the quartiles, given that almost every other performance measure favored the top performers?

Keep Reading...Show less


Smarter operations and sustainable growth, powered by Customer Data Science.


Better understand and activate your Shoppers to grow sales.