Poundland has opened up its sales data to suppliers as part of a partnership with market intelligence company IRI.
The move will enable Poundland suppliers to view how well their products are performing - at a national level and in individual stores - and how they compare with the category average.
The data would initially be available on a weekly basis and the frequency would increase “over time”, IRI said.
Poundland will follow in the footsteps of M&S, Costco and One Stop, which have already made IRI data available to their suppliers.
IRI UK MD Dan Finke said the data would enable suppliers to spot “new paths to growth” and to tailor promotions to consumer behaviour.
Simon Twigger, trading director at Poundland, said he expected the initiative to “make a big difference to margins”. “This will give them critical and timely insight that will enable them to manage range and distribution,” he said.