Kroger sends 11 million pieces of direct mail quarterly, and no two pieces are alike. The redemption rate is 70% within six weeks, generating $10 billion in revenue. The supermarket chain has partnered with dunnhumby, a customer-data specialist, to track each customer as an individual, not as a demographic, because each mailer contains 12 coupons specific to that household. Dunnhumby's effort is 80% based on what it knows about a customer, and the rest is discovery.
Kroger tracks each customer as an individual
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