Grocery group Foodstuffs North Island announced a partnership with customer data analytics firm Dunnhumby to assist in planning more effective strategies and pricing structures.

The partnership represents Dunnhumby’s expansion into the region, and will see Foodstuffs North Island shift focus away from being predominantly product driven to being data driven – instead looking to use data to ensure its customers’ needs are being addressed both instore and online.

“We’ve set out to put the customer at the centre of every decision we make in more than 400 stores and online in the North Island,” Foodstuffs North Island chief executive Chris Quin said. 

“There has been a seismic shift in the digital expectations of our New World, PAK’nSAVE and Four Square customers, whether shopping online or in-store.”

According to dunnhumby, it will help Foodstuffs to understand where its customers get inspiration, how they create a shopping list, as well as what influences their buying behaviour.

The UK-based data insights firm works with international brands such as Tesco, L’Oreal, Coca-Cola, Meijer, and McDonald’s. 

Quin said Dunnhumby would help the brand become more customer driven, and would make its data work harder regardless of platform.

“The fact both businesses are so customer-driven means the partnership makes even more sense,” Dunnhumby managing director of Australia and New Zealand Kylie Gleeson-Long said. 

“We look forward to a long lasting relationship to drive real change in the market for a better customer experience.”