dunnhumby Ltd, Kroger Create Joint Venture To Gather Kroger Customer Insights

dunnhumbyUSA announced that joint venture partners dunnhumby Ltd and Kroger will replace their joint venture with a new long-term license and service agreement and the acquisition of certain assets from dunnhumbyUSA by Kroger. To operate the assets, the companies created a company called 84.51°. Under the new arrangement, dunnhumby will be able to take advantage of the North American market by working with new retailers, consumer brands and media partners. British firm dunnhumby analyzes global shopper data to create personalized customer experiences in digital, mobile, and retail environments. 84.51° will have a license to use dunnhumby Ltd's analytical tools to find customer insights in Kroger's data.