Category: Measurement | 17th Jul 2008

Supermarket retailer Sainsbury's will be using a new data analytics tool to monitor the buying habits of its customers.

Customer loyalty to brands that Sainsbury's sells will be monitored by software at the till - Self Serve - which will analyse the figures in conjunction with Loyalty Management Group's (LMG's) Nectar customer data.

The supermarket's clients who sign up for this service will be able to access insightful information via an online portal and use it for integrated planning.

Some fast moving consumer goods (FMCG) companies, including Nestle and Arla, have welcomed the service with open arms, which can examine the data in a little as two days after the end of each trading week.

Sainsbury's trading director Mike Coupe said: "We expect [the tool] to become integral to many of our decision making processes and look forward to an even greater number of our suppliers signing up to it over the coming months."

According to LMG, more than ten million UK households take part in the Nectar customer loyalty scheme.

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