Sainsbury’s has renewed a contract with the provider of its Nectar customer loyalty programme to deliver improved data and intelligence on its customers.

The Loyalty Management Group will attempt to combine data from the supermarket giant about customer purchasing habits with with other Nectar partners.

This could provide Sainsbury’s with intelligence on its competitors’ customers and pave the way for joint intelligence projects.

‘We are broadening our relationship with Nectar to enhance our ability to use the data for the benefit of customers,’ said Sainsbury’s chief executive Justin King.

Loyalty Management Group will try to convince other partners to share data on customers for improved intelligence. More than 10 million households participate in the Nectar scheme and data sharing will enable it to send more targeted information to these customers.

Sainsbury’s is attempting to match the success of Tesco’s Clubcard.