Co-op has extended its partnership with global tech and analytics company Circana to boost the Hive centralised data platform to transform how the retailer, its suppliers and partners use insight to drive growth, improve collaboration and create value for members and customers.
Launched in 2020 when Co-op first jumped into bed with Circana, Hive is now a central part of the retailer’s data strategy, enabling Co-op and its suppliers to work from the same data and build a shared understanding of customer behaviour, category performance and market trends.
It brings together Epos transactions, shopper insights, loyalty metrics, purchasing behaviours and market performance to provide a single view of performance across the business.
Headquartered in Chicago, Circana works with over 7,000 brands globally, including ITV, Currys, Nestlé, PepsiCo, Coca-Cola, PlayStation, Lego, and Hasbro in the UK.
Built on a shared commitment to collaboration, innovation and actionable insight, the Co-op and Circana partnership has evolved to meet the changing needs of the retail industry.
The renewed agreement marks the next phase of Hive’s development,with the aim of further strengthening Co-op’s ability to unlock value from its data assets while helping suppliers make faster, more informed decisions.
Over the next five years, Co-op and Circana will expand the platform’s capabilities through the integration of new data assets and measurement solutions, including supply chain, quick commerce and wholesale insights.
This broader ecosystem will create a more connected view of performance across the Co-op business, with the aim of identifying growth opportunities, strengthening supplier collaboration and supporting decision-making across commercial, category and operational teams.
By bringing together multiple datasets in a single platform, it is claimed that Hive enables users to move seamlessly from understanding what happened, to understanding why it happened and identifying the actions most likely to drive continued growth.
Co-op chief commercial officer Imran Rasul said: “We are delighted to deepen and extend our relationship with Circana. The next evolution of Hive will provide suppliers with broader, more connected insights across our business, enabling faster decision-making, stronger collaboration and greater opportunities for shared growth. Together, we’re creating a platform that helps turn data into action and supports long-term success for both Co-op and its partners.”
Circana SVP retail UK Cari Memmott added: “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.”
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