The partnership will also result in improved quality of market, customer and loyalty insight for Boots suppliers, who will have access to the same tools and data.

Ken Murphy, EVP of Walgreens Boots Alliance, said: “Joining forces with a global leader in big data and analytics will allow us to know more about our customers and, more importantly, improve their experience when shopping our product brands. At the same time, we will give our suppliers a powerful range of tools and platforms that will significantly improve their market knowledge and result in better and faster decision making.”