Morrisons has struck a partnership with analytics expert IRI as it bids to better understand its customers.
The supermarket giant said IRI would provide customer insights, predictive analytics and personalised marketing for its More loyalty cardholders.
Morrisons hopes the move will allow it to respond faster to consumers’ needs and shopping habits.
The relationship will be similar to that between Tesco and Dunnhumby, the firm that created the Clubcard loyalty scheme.
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