Ahold Delhaize, which owns retail banners including Stop & Shop, Food Lion and Hannaford, has entered a long-term agreement with IRI for analytics.
Using its Liquid Data platform, IRI will provide point-of-sale, frequent shopper program and supply chain data to Delhaize America and point-of-sale and supply chain data to Ahold USA, according to a news release.
Benefits of the partnership are expected to include better access to consumer insights and more effective customer targeting and marketing campaigns.
“This is a transformational alliance that will give the brands of Ahold USA and Delhaize America a more comprehensive understanding of their businesses, improve collaboration with suppliers and provide a holistic view of the customer,” JJ Fleeman, chief strategy and development officer for Delhaize America, said in the release. “The brands of Ahold USA and Delhaize America look forward to leveraging this partnership to grow through more effective and efficient business operations and more personalized consumer impacts.”