Circana Extends HIVE Partnership with UK's Co-op

Circana and UK consumer co-operative Co-op have extended their HIVE partnership with a new agreement looking five years into the future. HIVE is a platform allowing the analysis and sharing of data on customer behaviour, category performance and market trends.

Circana was created following the 2022 merger of global consumer data firms IRI and The NPD Group - the firm has recently updated its long-established LiquidData with the addition of LiquidAI and Attribute Marketplace. Co-op Group holds a unique place in UK consumer culture, operating across food retail, funerals, insurance and legal services; owned by its c.7.5 million active members and emplying around 54,000 people. Its businesses, including more than 2,300 food stores and 800 funeral homes as well as a wholesale business supplying around 8,000 additional outlets, generate annual revenues of over £11 billion.

HIVE was launched in 2020, and brings together EPOS transactions, shopper insights, loyalty metrics, purchasing behaviour and market performance to provide a unified view across the business. The renewed agreement marks the next phase of its development, planning five years ahead. In that time, the partners will integrate new data assets and measurement solutions, including supply chain, quick commerce and wholesale insights, creating a more connected view of performance, and helping identify growth opportunities, strengthen supplier collaboration and support decision-making across commercial, category and operational teams.

Co-op's Chief Commercial Officer Imran Rasul says the two companies are 'creating a platform that helps turn data into action and supports long-term success for both Co-op and its partners.' For Circana, SVP Retail UK Cari Memmott (pictured) states: 'Circana is delighted to extend its partnership with Co-op through a new multi-year agreement. The renewal reflects the strength of our longstanding relationship and our shared commitment to driving growth through industry-leading data, insights and technology. Together, we will continue to enhance collaboration between Co-op and its supplier partners while supporting initiatives that create lasting benefits for local communities.'

Web home pages are at www.coop.co.uk and www.circana.com .