The partnership will offer a range of services to clients including price optimisation and the ability to examine the impact of new products and campaigns. The two firms said the insight gathered through the partnership would provide a “unique and granular view” into the behaviour of shoppers who use mySupermarket.

SymphonyIRI MD Dan Finke said: “The need to understand why shoppers buy and just as important, why they don’t buy, is crucial. Against this backdrop, SymphonyIRI and mySupermarket have formed this partnership to create unique insights on a scale and to a depth previously unavailable to the industry. Whether buying online or optimising their shopping list prior to travelling to stores, these insights will enable our clients to understand how shoppers navigate through product, pricing and promotional choices before ultimately reaching a purchase decision”.

Allon Bloch, CEO at mySupermarket added: “We know first-hand that the FMCG industry has felt at a real disadvantage by not having access to the granular shopper data they need to compete effectively in this multi-channel environment. We are delighted to be able to combine our unique shopper insight with the existing services of SymphonyIRI, to bring clients something truly game-changing to the retail landscape.”