The combined business will trade as Kantar Retail and will offer a range of retail and shopper-focused services, including custom and syndicated shopper research and insights, retail and channel trends and intelligence, retail virtual reality, shopper marketing, category and go-to-market consultancy, retail and purchase behaviour analytics and organisational performance.

Kantar CEO Eric Salama (pictured) said: “By bringing this expertise together, we will strengthen our ability to connect insights to solutions that will deliver market impact for our clients. We have aligned the best retail and shopper capabilities from across our network to deliver comprehensive retail consultancy – based on retail and shopper insight – to our manufacturer and retail clients.”