The platform, Tesco Media and Insight, will bring together data from Tesco Clubcard and instore insights with Dunnhumby’s data science tools to provide insight on its customers to brands and their agencies.

Dunnhumby helped Tesco develop its Clubcard scheme in the 1990s and was later acquired by the firm, with the Clubcard scheme now reaching more than 20 million households in the UK, with seven million regular Clubcard app users.

Tesco Media and Insight will share actionable insight tailored for brands and their customer bases to help drive customer engagement and brand propositions.

Areas covered by the platform include new product development, packaging, ranging and campaign effectiveness.

Alessandra Bellini, chief customer officer at Tesco, said: “As the UK grocery sector evolves, we want to ensure we provide a more relevant and personalised offer to meet our customers’ changing needs.

“Our new platform will bring together the wealth of customer knowledge we have, with the insights from Dunnhumby, and use it in a way that helps our brands to be more efficient and targeted and ultimately to serve our customers better.”

Dan Hodgkiss, managing director (Tesco UK) at Dunnhumby, said: “This new platform we’ve built with Tesco combines the scale of their customer base and the world-leading data science of Dunnhumby to create a powerful closed-loop system, bringing brands closer than ever to their customers to provide unparalleled opportunities.”