This past Friday we went and visited Dunnhumby, a London based company that “…personaliz[es] the world’s experience of retailers and brands. That helps companies put customers at the centre of every decision to earn their lifetime loyalty.” And… it was absolutely delightful! I had a wonderful time as we were told the merits of basing the pricing/promotion/placing of items based on what customers DID, not what they were expected to do, and not what they said they would do, but what they actually did. They base their data on the information pulled from Loyalty cards (ie Kroger cards). We looked through typical purchase baskets and had to profile each customer. It was incredibly enlightening.