Morrisons has signed a deal with data firm NIQ so the supermarket can “build a comprehensive understanding of market dynamics across supermarkets, online grocery, convenience and emerging retail channels”.
The supermarket will gain access to NIQ’s full suite of “responsive market insights, enhanced product and category intelligence, automated reporting capabilities, and self-service analytics” NIQ said, so that the retailer can “identify growth opportunities and act with clarity and confidence”.
The collaboration will “deliver product and category intelligence across the full breadth of our retail channels”, said Jen Price, customer director at Morrisons, “unlocking value through great insights and helping us make the right decisions quickly, to drive our future growth”.
NIQ’s data will help the supermarket better connect market signals and shopper trends with its commercial performance, it said.
“Retailers today need the ability to seamlessly turn insight into action,” said Russell Sylvester, NIQ retail vertical lead UK&I. “By combining market measurement, consumer intelligence, omnichannel analytics, and advanced capabilities within a single ecosystem, we aim to support Morrisons in building a robust platform for future growth.”
The deal follows one between the supermarket and data and loyalty specialist Tecsa late last year, which involves the roll out of Tecsa’s MoreViu category management software. It will enhance the supermarket’s approach to ranging, pricing and merchandising in store, by combining Morrisons’ existing data from its stores and loyalty programme with Tecsa’s AI decision-making capabilities.
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