Dunnhumby and its U.S. partner, The Kroger Co., said on Monday they had agreed to change their exclusive joint venture deal, enabling Dunnhumby to work with other retailers and consumer goods companies in North America.
Tesco, Britain's biggest retailer, controls Dunnhumby but is looking to sell all or some of the business, as part of a drive by its new boss Dave Lewis to slash costs and sell assets to mend group finances.
Analysts say Dunnhumby, which gathers and analyses data from almost 1 billion shoppers globally to help companies create customer loyalty and personalization programs, could be valued at up to 2 billion pounds ($3.1 billion).
Kroger said that as part of the deal it would take on a license to use Dunnhumby's technology and retain 500 staff to continue to find customer insights in its customer data. Under the deal, Dunnhumby will no longer have access to Kroger's data.