Clive Humby and Edwina Dunn, who set up the Tesco Clubcard in the 1990s, are backing the growth aspirations of Purple Seven.
The married duo, who starting working with Tesco in 1995 having formed data analysis consultancy Dunnhumb in 1989, believe that UK culture is sitting on a £250 million pot of unrealised commercial opportunities which are being lost.
New investment Purple Seven manages 19 million customer records for theatres, agents and promoters in the UK to help improve audience awareness and knowledge of what customers are looking for.
Dunn, now director at Purple Seven, comments, ‘With Purple Seven, we are investing in a business that is already working with up to 75 per cent of the UK’s theatres, and has the potential to be a force for change within the arts, showing theatres and venues what they don’t currently know – exactly who their customers are and how to give them what they want.
‘I also believe that with Purple Seven we can help give people back the fun of going to the theatre, ballet or opera – offering recommendations based on what they like, and showing the offers that are out there.’
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Purple Seven currently works with cultural centres such as the Barbican and commercial theatre groups such as Ambassador Theatre Group.
According to a statement, Humby and Dunn will bring experience of customer engagement, adding strategic direction to the service.
Stuart Nicolle, client solutions director at Purple Seven, adds, ‘Clive Humby and Edwina Dunn pioneered an entirely new approach between the brands and retail industry, using customer insight to drive collaboration.
‘We’re excited to develop innovative capabilities especially for the arts sector, which has huge potential – even during the current economic forecast.’
