Morrisons has selected IRI to further develop its customer insight and personalised marketing.

The supermarket chain will use IRI’s Retail Private Cloud solution, which takes customer data and uses predictive analytics to listen to customers and serve them better.

Morrisons stated that it selected IRI because of its ability to analyse customer and sales information and provide detailed insight and intelligence which will benefit customers and suppliers.

Andy Atkinson, Morrisons’ group customer and marketing director, 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.”

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