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dunnhumby Limited
Type Private (subsidiary of Tesco)
Industry Marketing
Headquarters Ealing, United Kingdom
Number of locations 43 offices
Area served Worldwide
Key people Simon Hay
(CEO 2011-Present)
Products Tesco Clubcard among others
Services Marketing resources, the "Shop"
Employees 2,000
Parent Tesco
Subsidiaries dunnhumbyUSA, KSS Retail, BzzAgent
Website www.dunnhumby.com

Dunnhumby is a United Kingdom-based customer science company that helps retailers and brands analyze data in order to improve customer experiences and build loyalty.


The company was formed by husband and wife team Edwina Dunn and Clive Humby. Humby was a University of Sheffield trained mathematician, and the couple both worked at Caci. Wanting to start his own business, Humby resigned from Caci, and left on the day that Dunn was sacked. The couple [1] started Dunnhumby in 1989 in the kitchen of their Chiswick, West London home.[2] The company began working with clients, including Cable & Wireless and BMW.[3]

Tesco Clubcard[edit]

Dunnhumby originally gained prominence for helping establish Tesco Clubcard. In 1994, Tesco who were second in the UK retail market to Sainsbury's, wanted to create a new loyalty card. The man responsible for Tesco's trials, Grant Harrison, attended a conference where Clive Humby was speaking. Harrison agreed a trial with Tesco's then marketing director Terry Leahy, and after successful trials throughout 1994, the company was asked to present their findings. The first response from the board came from Tesco's then-Chairman Lord MacLaurin, who said "What scares me about this is that you know more about my customers after three months than I know after 30 years."[4]

Current Business[edit]

Tesco originally bought a 53% stake in 2001 for a reported £30m, increasing this to 84% in 2006,[2] before purchasing the rest of the shares.[5] The company is led by global CEO Simon Hay and employs more than 2,000 people in 30 countries, selling information from a 40-terabyte database, to companies including Procter & Gamble, Coca-Cola and US retailer Kroger.[6] Dunn and Humby resigned from the company in October 2010, and remained non-executive directors through early 2013.[2]

A new Tesco Clubcard alongside an old-style Clubcard Key fob


  1. ^ "About us". www.dunnhumby.com. dunnhumby Limited. 2008. Retrieved 2008-10-12. 
  2. ^ a b c Zoe Wood and Teena Lyons (October 29, 2010). "Clubcard couple head for checkout at Tesco". The Guardian. Retrieved 2010-10-29. 
  3. ^ Rigby, Elizabeth (2006-11-11). "Eyes in the till". FT Magazine (Financial Times). pp. 16–22. Retrieved 2007-03-30. 
  4. ^ Mesure, Susie (2003-10-10). "Loyalty card costs Tesco £1bn of profits - but is worth every penny". The Independent. 
  5. ^ http://www.tescoplc.com/index.asp?pageid=396
  6. ^ http://abcnews.go.com/Business/wireStory?id=12109720[dead link]

External links[edit]