Morrisons will partner with consumer intelligence company, NIQ, tapping into advanced analytics, omnichannel intelligence and actionable decision-making tools as it looks to grow market share.

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.

“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,” said Jen Price, Customer Director at Morrisons.

“Retailers today need the ability to seamlessly turn insight into action,” said Russell Sylvester, NIQ Retail Vertical Lead UK&I. “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.”