Insight consultancy TWC Group has announced a strategic partnership with HDI, which will provide it with access to HDI’s card spending behaviour data, which will help in tracking the activity of 10.2 million UK consumers across both retail and foodservice outlets.
The agreement will allow TWC to analyse actual consumer spending behaviour across the UK’s wholesale-served routes to market, offering “unparalleled insights into where and how shoppers are spending their money”.
Specifically, the dataset covers spending across 40,000+ convenience and grocery stores, and 140,000+ foodservice outlets, including restaurants, cafés, pubs and takeaway operators.
TWC stated that the collaboration positions it at the forefront of market intelligence for the wholesale, convenience and foodservice sectors. It claimed that the move will enable wholesalers, suppliers and retailers to better understand consumer purchasing behaviour, track performance, and identify new opportunities for growth.
“This partnership with HDI is a game-changer for the wholesale sector,” said Tom Fender, Development Director at TWC Group.
“For the first time, we can see exactly how 10.2 million UK consumers are spending in wholesale-supplied outlets, giving our clients a clear, evidence-based understanding of shopper behaviour.
“This depth of insight will drive more data-led conversations, enabling suppliers and wholesalers to collaborate more effectively to grow their customers’ (indie retailers, indie foodservice) businesses.
“For wholesalers, it will support customer acquisition strategies and inform where new depots should be located.
“For suppliers, it will help build call files and highlight which outlets should be targeted with greater resource (e.g. where should NPD go? What ranges should we recommend?) based on current performance and the types of consumers currently using each outlet.”
Mark Bentley, Development Director at HDI, added: “We are delighted to be partnering with TWC Group. Their expertise in wholesale and their commitment to delivering actionable insights make them the ideal partner to maximise the value of our card spending data for the industry.
“Together, we will be helping suppliers and wholesalers unlock new opportunities with the confidence that comes from understanding real consumer behaviour.”
NAM Implications:
- If this initiative means more precise, less wasteful promotion…
- …in an increasingly marketing-cost conscious environment…
- …it has to represent a plus for suppliers and wholesalers.
- Watch this space…
