The consultancy helping Tesco to crunch its Clubcard data claims it can accurately predict sales of a new product six months in advance, just six weeks after the product has been launched on the market.

By using Clubcard data to track shopper spending habits, repeat purchase rates and substitution levels in the first six weeks of the launch, Dunnhumby can produce accurate estimates of future performance, claimed marketing director David Arrowsmith.

“We have been able to predict future sales at six months to 98% accuracy. However, the most important thing from the manufacturers’ point of view is the speed at which we can get this information.”

The sooner all parties know how well something is performing, the sooner they can take remedial action, he said. “EPoS data only gives you part of the story.”