Waitrose owner the John Lewis Partnership has launched a new platform allowing brands to “revolutionise” the way they connect with shoppers.

The John Lewis Partnership Insight Platform, which has been designed in partnership with global customer science data company Dunnhumby, allows Waitrose, John Lewis and supplier brands to take greater advantage of customer data analytics.

Following a successful pilot earlier this year, the Partnership said the platform is delivering a “more tailored and rewarding” shopping experience for customers, as well as increasing sales for brands.

The Insights Platform uses Dunnhumby’s expertise in artificial intelligence (AI) to produce actionable insights into brands’ individual performance and the overall performance of their wider category, allowing brands to develop a deeper understanding of how they are trading, as well as customer behaviour and shopping habits.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

Using business intelligence, the platform also allows brands to delve into data, with 27 predefined insights reports answering questions such as ‘who buys my brand and category?’ or ‘how are customers switching brands over time?’.

Across Waitrose and John Lewis, over 50 of the UK’s leading grocery, home and fashion brands – including Coty, Charlie Bigham’s, Kimberly-Clark, Red Bull, Gail’s, Pip & Nut, and KP snacks – are accessing customer insights since the pilot launch.

Charlie Bigham’s category insights manager Catherine Hall said: “We’re now able to develop an insightful understanding of customer behaviour, and as a result, we can place the customer at the heart of strategic decision-making.

“Our experience with the platform has been seamless from the start – it’s intuitive, user-friendly, and the dunnhumby team have been on hand to help us maximise its potential.”

John Lewis Partnership head of retail media and insights Tom Langley said: “Our work with Dunnhumby has supercharged the insights we can offer to our partner brands. As a result, we’re improving the customer experience, and making sure people see offers that are relevant and interesting to them.

“We’ve had brilliant feedback from brands so far, who are already seeing tangible results, and we’re excited to roll it out even further.”