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April 29, 2015

84.51°設立、クローガー、ダンハンビーと決別!

Tesco Splits With Kroger on Dunnhumby to Form New Marketing Shop
・Advertising Age :Published on April 27, 2015
・http://adage.com/article/dataworks/dunnhumby-splits-u-s-kroger-business-84-51/298277/
・And if you thought that old name of Dunnhumby – a mashup of names of the firm's founders – was unusual, try the unit's new one -- 84.51°.
・The new unit will employ more than 500 of DunnhumbyUSA's 700-plus U.S. employees. The remainder of Dunnhumby's U.S. business will drop the "USA" and continue to work in offices in Cincinnati, Boston, Chicago, New York and Sacramento. The company will work with old clients of the firm aside from Kroger, including Macy's.
・As part of the deal, 84.51° will have a perpetual license to use Dunnhumby's analytical tools. Dunnhumby will provide service and maintenance on the systems for five years but no longer have access to Kroger customer data. Packaged-goods suppliers of Kroger and customers of Dunnhumby will be serviced by 84.51°, and Stuart Aitken, who previously led DunnhumbyUSA, will be CEO of the new company.
・The biggest change is greater alignment between his firm and Kroger, which has had 45 consecutive quarters of comparable-store sales growth since starting to work with Dunnhumby in 2003, Mr. Aitken said. "Obviously Tesco has publicly said they put Dunnhumby up for sale, and Kroger wanted to make sure they protect what is so great about what they've done the past 12 years."

Introducing 84.51°: The New Powerhouse in Pioneering Customer Engagement
・BUSINESS WIRE:April 27, 2015 11:16 AM Eastern Daylight Time
・http://www.businesswire.com/news/home/20150427005899/en/Introducing-84.51%C2%B0-Powerhouse-・Pioneering-Customer-Engagement#.VT9_DPmsUlo
CINCINNATI--(BUSINESS WIRE)--Today marks a new era in customer engagement with the introduction of 84.51
・With more than 500 talented associates, sophisticated tools and technology, and a customer-first obsession, 84.51° believes that real sustainable growth comes from putting the customer at the center of everything & making people’s lives easier. Devoted to helping its partners develop, nurture and embrace customer-driven relationships, 84.51°'s clients include some of the world's leading consumer packaged goods manufacturers.
・The 84.51° team is comprised of talented associates from dunnhumbyUSA and Kroger. The company will have a perpetual license agreement with dunnhumby Ltd. to use dunnhumby Ltd’s analytics tools.
・Based in Cincinnati, 84.51° will assume ownership of the headquarters building at Fifth & Race streets in downtown Cincinnati, and will have offices in New York & Chicago. 84.51° will operate independently as a wholly owned subsidiary of The Kroger Co.

dunnhumby:
・DUNNHUMBY RESTRUCTURES RELATIONSHIP WITH KROGER IN THE US
・http://www.dunnhumby.com/
・27 April 2015
・dunnhumby, the leading customer science company, has opened the way to work with other North American retailers and FMCG clients following a restructuring of its relationship with The Kroger Co (“Kroger”).
dunnhumby and Kroger will replace the existing exclusive joint venture with more flexible long-term license and service agreements.
・North America represents a highly attractive market and significant opportunity for dunnhumby to market its customer science and data-driven insight and media products to retailers, consumer brands and media partners.
・Under the new agreements, dunnhumby’s proven insight products and data expertise will now be deployed to capture the substantial, previously unavailable potential the North American market represents. dunnhumby will be free to work with new retail and FMCG clients and to develop its existing strong platform of client relationships in the US and globally.
・dunnhumby is wholly owned by Tesco Plc.
・Simon Hay, CEO of dunnhumby, said “We are excited to bring our insights and capabilities to more of the North American market. The wider US market is a fantastic opportunity for dunnhumby to help more retailers and brands undertake a similar journey using data-driven insights and media to delight their customers and earn their loyalty.”

PI研のコメント:
・速報です。4/27、アメリカのクローガーがダンハンビーと袂(たもと)を分かち、新会社、84.51°を設立しました。ダンハンビーはすでにテスコが売却する方向に入っていますが、その中で、ダンハンビーと2003年、50%-50%のジョイントベンチャーを設立していたクローガーがどのような対応をするかが、注目されていました。その結論が4/27、下され、クローガー100%の子会社の設立にいたったといえます。この新会社、84.51°はダンハンビーUSAから500人以上が移籍、CEOもその一人であり、今後、5年間はこれまでの資産をダンハンビーがフォローしますが、現時点でダンハンビーはクローガーの顧客データにアクセスができなくなっています。同日、ダンハンビーも、この件について、ニュースリリースを公式に公表していますが、それを見ると、「a restructuring of its relationship with The Kroger Co (“Kroger”).」とのことで、クローガーと関係がrestructuring されたとのことです。ただ、結果、クローガー以外のアメリカの食品スーパー、メーカーへの支援が可能になったとのことで、この苦境を新たな成長戦略につなげてゆきたいと、CEOのSimon Hay氏はコメントしています。いずれにせよ、これまでのダンハンビーの時代はこれで一旦終了といえ、今後は84.51°がクローガーとともに、世界のID-POS、ビッグデータ、オムニチャネルの分野をリードしてゆくことになるといえそうです。一方、ダンハンビーもテスコ、そして、クローガーから離れ、新たなオーナーのもとで再スタートを切ることになるのではと予想されます。

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