Retailers today face an evolving landscape: vast amounts of data combined with the need to make sharp, well-informed commercial decisions to drive growth. As shopping journeys span supermarkets, e-commerce, convenience, and emerging channels, connecting data, consumer behaviour, and market performance into a single view provides a key foundation for success.
Today, NIQ (NYSE: NIQ), a leading consumer intelligence company, and Morrisons, one of UK’s leading supermarket groups, announced a strategic collaboration designed to support market share growth across the organisation through advanced analytics, omnichannel intelligence, and actionable decision-making tools.
The collaboration brings together Morrisons’ drive to continually expand its insight capabilities with NIQ’s measurement, market intelligence, and technology ecosystem. By leveraging NIQ’s Full View™ approach, Morrisons aims to build a comprehensive understanding of market dynamics across supermarkets, online grocery, convenience and emerging retail channels, allowing teams to identify growth opportunities and act with clarity and confidence.
As retailers navigate complex consumer behaviour, connecting market signals, shopper trends, and commercial performance within a unified decision-making framework is increasingly vital. Through this collaboration, NIQ will provide Morrisons with responsive market insights, enhanced product and category intelligence, automated reporting capabilities, and self-service analytics intended to streamline workflows and support agility across the business.
Key Benefits of the Collaboration:
- Support agile decision-making through timely access to actionable market intelligence
- Maintain clear visibility across supermarkets, e-commerce, convenience, and emerging channels
- Streamline processes through automated reporting and self-service analytics
- Strengthen product attribution, category intelligence, and coding governance
- Leverage AI-enabled tools and advanced analytics to uncover new growth opportunities
“Retailers today need the ability to seamlessly turn insight into action,” said Russell Sylvester, NIQ Retail Vertical Lead UK & IRE. “By combining market measurement, consumer intelligence, omnichannel analytics, and advanced capabilities within a single ecosystem, we aim to support Morrisons in building a robust platform for future growth.”
Jen Price, Customer Director at Morrisons said: “We’re excited to be launching this new collaboration with NIQ, which will deliver product and category intelligence across the full breadth of our retail channels, unlocking value through great insights and helping us make the right decisions quickly, to drive our future growth.”
The collaboration reflects a broader industry focus on connected intelligence, where retailers seek integrated solutions that unite market performance, consumer behaviour, analytics, and technology. NIQ’s combination of broad market measurement, e-commerce coverage, consumer intelligence, and AI-enabled innovation positions the company to help retailers connect data directly to commercial outcomes.
This announcement highlights the collaboration between both organisations and the role of automation and connected consumer intelligence in supporting the future of retail. Together, NIQ and Morrisons are establishing a framework designed to inform smarter decisions and support long-term performance in a dynamic marketplace.
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