The Co-operative Group is to partner with Nielsen to develop more detailed insights into its customers and improve their in-store experience.

The convenience-store retailer will be the first in Europe EPOS, member data, panel data and EPOS market data on the same platform.

As part of the deal. Nielsen will also manage the Co-op’s insight sharing programme, to enable the retailer to have deeper insight into customer perceptions of its product range, promotions, store portfolio, shelf positioning and pricing.

The Co-op currently has some eight million members.

Michael Fletcher, trading and supply chain director at The Co-operative Group, said: “We selected Nielsen over other information firms because they are able to provide an holistic overview of the retail grocery market, ensuring significant insight into customer shopping habits and needs so we can tailor our offering according to customer requirements.”

Steve Smith, Nielsen managing director for UK & Ireland, said: “We are delighted to be further strengthening our relationship with the Co-op through the launch of this exciting service. The analysis and insights delivered by this programme will add significant value to the Co-op, its members and its suppliers.”

The Co-op outperformed the big four multiples in the latest Nielsen four-week sales date to November 7, 2015.

It’s sales grew by 0.6% over the period, better than Sainsbury’s, Tesco, Asda and Morrisons.

However, its growth still lagged behind M&S, Waitrose, Aldi and Lidl.