The platform, piloted earlier this year, offers insights on brands’ individual performance, category performance, customer behaviour and shopping habits for Waitrose, John Lewis and their supplier brands.

Users of the platform can access 27 predefined reports on questions including ‘who buys my brand and category?’.

The platform follows JLP’s recent launch of a retail media platform with Epsilon for the John Lewis and Waitrose websites.

JLP said the customer insights from the Dunnhumby partnership will help it to better understand growth opportunities for brands and suggest retail media strategies.

Victoria Ritchie, director for flagship and department stores at Coty, one of the brands to have used the platform since the pilot launch, said more understanding of its brands’ shopper behaviours allowed it to "proactively pivot our campaigns on NPD and existing brands to maximise our shopper experience and subsequent sales".

The partnership also gives the brand the "the tools to plan effectively new segments such as ancillaries and shopper gains from competitors", added Ritchie.

Tom Langley, head of retail media and insights from John Lewis Partnership, said: "Our work with Dunnhumby has supercharged the insights we can offer to our partner brands. As a result, we’re improving the customer experience, and making sure people see offers that are relevant and interesting to them."