Dunnhumby said the acquisition would allow it to offer clients greater understanding of customer purchasing patterns and behaviours through Standard Analytics’ predictive sales modelling and real-time out of stock alerts.

Standard Analytics will cease to trade as a brand as technology and key personnel such as founder Hank Vaccaro are integrated into dunnhumby.

Global CIO of dunnhumby Yael Cosset said: “Through predictive sales modelling, SA technologies monitor thousands of SKUs throughout thousands of stores within minutes of checkout scanning allowing us to make more accurate assessments and predictions for our CPG and retail clients. We know that as many as 1/3 of lost sales are a result of customers going to another retailer when an item is out of stock.”