The agreement will give SPAR access to Circana’s consumer data tool Liquid Data and gain predictive analytics into key areas such as customer loyalty, business operations and strategy and the wider retail landscape.

Brad Shelton, global president of retail and manufacturer collaboration at Circana, said: “Our advanced technology and analytics will provide the business with actionable insights which will lead to even more highly effective promotion campaigns as well as competitive assessments.

“By partnering with us on market measurement, supply chain, shopper loyalty insights and media SPAR will be able to quickly access the insights and action steps they need to drive their business forward.”

Tom Rose, head of international operations at SPAR International, added: “We are delighted to announce this partnership with Circana which will support us by offering our partners great insights to enhance customer experiences.

“Circana is an innovative partner who shares our vision of being locally relevant and internationally strong.”