Co-op extends Circana deal to drive growth through data

Co-op has extended its partnership with Circana, enabling the convenience retailer, its suppliers and partners to evolve the way they use data and insights to drive growth.

The new multi-year agreement builds on their partnership since 2020 when they launched Hive, a platform that allows Co-op and its suppliers to work from the same data and build a shared understanding of customer behaviour, category performance and market trends.

Hive combines EPoS transactions, shopper insights, loyalty metrics, purchasing behaviours and market performance to provide a single view of performance across the business.

The renewed agreement marks the next phase of Hive’s development, enabling Circana and Co-op to expand its capabilities through new data assets and measurement solutions, including supply chain, quick commerce and wholesale insights.

The enhanced system is designed to create a more connected view of performance across the Co-op business, helping to identify growth opportunities, strengthen supplier collaboration, and support decision-making across commercial, category and operational teams.

“We are delighted to deepen and extend our relationship with Circana,” said Co-op chief commercial officer Imran Rasul.

“The next evolution of Hive will provide suppliers with broader, more connected insights across our business, enabling faster decision-making, stronger collaboration and greater opportunities for shared growth. Together, we’re creating a platform that helps turn data into action and supports long-term success for both Co-op and its partners.”

Cari Memmott, SVP Retail UK at Circana, said: “Circana is delighted to extend its partnership with Co-op through a new multi-year agreement. The renewal reflects the strength of our long-standing relationship and our shared commitment to driving growth through industry-leading data, insights and technology. Together, we will continue to enhance collaboration between Co-op and its supplier partners while supporting initiatives that create lasting benefits for local communities.”