Morrisons has implemented new analytics and market intelligence technology as it looks to improve decision making and identify growth opportunities across its stores and online channels.

The supermarket has partnered with consumer intelligence firm NIQ to deploy advanced analytics, omnichannel market intelligence, and automated reporting tools designed to give teams a clearer view of customer behaviour and market performance.

The new platform will combine data from supermarkets, online grocery, convenience stores, and emerging retail channels to help Morrisons identify trends and respond more quickly to changing consumer demand.

The retailer said the technology will provide enhanced product and category intelligence, self-service analytics and AI-powered tools to support commercial decisions across the business.

Morrisons also expects the new system to streamline reporting, strengthen product attribution and improve category management through more detailed market insights.

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.”

This is the latest in a series of technology implementations from the supermarket giant. In August, Morrisons announced it will install technology intending to speed up the self-checkout process at 200 Morrisons stores.

The computer vision system will use AI to recognise products in self-checkout cameras, which Morrisons said would streamline the process as well as reducing retail losses.

The technology reportedly prevents customers from selecting cheaper produce such as onions to bag more expensive items such as avocados. The tool can also flag when customers place products in bags without scanning them or when store workers give customers items for free.

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