The consumer insight will enable SuperValu to focus on delivering consumer needs as well as resut in supplier partners to better understand and respond to customer shopping patterns.

Musgrave loyalty insights & CRM manager Sean Collins told Retail Times, "We will be able to use the Symphony EYC Customer Insights solution to work closely with our supplier partners to see which products and promotions are popular amongst our loyal customers, to ensure we take a more tailored approach to meeting their expectations."

Both companies will jointly gather core customer insights across multiple disciplines – assortment, shelf layout, promotions as well as targeted marketing and store reporting, which will allow the retailer and its supplier partners to more effectively personalise offers and ranges to the needs of consumers.

Symphony EYC global customer support head Mark Croxton said loyalty is a very important factor in retail. He cited the example of grocery retailers which are battling one another to retain customer base as well as encourage them to spend more in store.

"The only way to do that is through a comprehensive loyalty system underpinned by full customer insight," Croxton added.

This latest agreement will follow Musgrave’s earlier signed deal in 2005, which include Supply Chain Management software, Space Planning and Planogram Automation.