Morrisons has partnered with consumer intelligence company NIQ as the supermarket looks to strengthen how it uses data and analytics across its stores, ecommerce and convenience operations.
The collaboration will give Morrisons access to NIQ’s market measurement, consumer intelligence and omnichannel analytics capabilities, with the retailer aiming to build a more comprehensive view of customer behaviour and market performance.
The partnership will span Morrisons’ supermarkets, online grocery business, convenience operations and emerging retail channels with NIQ providing Morrisons with market insights, product and category intelligence, automated reporting and self-service analytics, designed to help teams identify growth opportunities and make commercial decisions more quickly. The retailer will also have access to AI-enabled tools and advanced analytics to identify trends and potential areas for growth.
The partnership forms part of Morrisons’ efforts to expand its insight capabilities as customer journeys increasingly move between physical stores, ecommerce and convenience.
Jen Price, Customer Director at Morrisons, said:
“We’re excited to be launching this new collaboration with NIQ, which will deliver product and category intelligence across the full breadth of our retail channels, unlocking value through great insights and helping us make the right decisions quickly, to drive our future growth.”
Russell Sylvester, NIQ Retail Vertical Lead UK & Ireland, said retailers increasingly need to be able to turn insight into action.
“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.”
