Morrisons drafts in analytics expert IRI to boost loyalty credentials

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.

Morrisons’ More card has already helped the business sharpen prices in specific categories, tweak ranges based on local demand and give shoppers personalised rewards. All customers also receive a £5 voucher for every 5,000 points they accumulate.

Morrisons customer and marketing director Andy Atkinson said: “Listening hard to our customers and responding quickly wherever possible continues to help us improve customers’ shopping trip. We’re looking forward to working with IRI and understanding our customers even better.”

Jaime Silvester, head of loyalty solutions at IRI, added: “We are very excited to work with Morrisons as we believe our technology and experience in delivering customer insight will support their decisions and drive value for customers.”