Britain’s supermarkets must “get personal” with shoppers or become irrelevant, Tesco boss Philip Clarke has warned.

Clarke said forging closer links with suppliers would be key as retailers reacted to the “digital revolution” by tailoring their offers more closely than ever to shoppers’ needs – and even anticipating them.

“All brands need to have one, seamless relationship with the customer – online and in store,” he said. “But retailers cannot deliver innovation on our own. We need to create a new spirit of partnership, going much deeper and becoming much stronger than anything that has existed before.

“So we have set up a new dedicated Tesco online community for our international producers, farmers and growers.  Its aim is simple: to forge more productive relationships with Tesco and other producers right across the globe – and right down the supply chain.”

Setting out his vision for the future, Clarke said: “Every retailer knows they need to offer value, choice, convenience and quality. Now the challenge is to go much further. We need to rethink our approach to retail overall.

“My answer to this challenge is very simple: get personal. We need to personalise the entire offer. Retailers’ brands need to be tailored not simply to meet individual customers’ needs now:  retailers now need to anticipate what customers want in the future.”