Reward & Experian Combine Data Insight Capabilities, Redefining Customer Understanding for Brands Across the UK
by on 14th Jan 2026 in News
Reward, a global leader in customer engagement and commerce media, and Experian, the global data and technology company, today (14th January, 2026) announce the integration of Experian Mosaic into Reward’s intelligence and activation solutions.
The integration strengthens the depth and breadth of customer understanding available to retailers, brands and marketers across the UK, bringing together complementary sources of intelligence to deliver a more complete view of UK consumers.
James House, chief commercial officer at Reward, said: "Reward has always focused on helping brands understand real consumer behaviour through rich transaction insight. By embedding Mosaic across our Intelligence and Activation Suite, we combine the 'what' from purchase behaviour with Experian’s insight into the ‘who’, giving our partners and clients greater confidence when planning and activating against real customer needs."
Colin Grieves, managing director of Experian Marketing Services UK & I, said: "Experian Mosaic is trusted by leading brands and companies to deliver a richer, deeper understanding of their customers and audiences. By recognising the context behind consumer choices and applying this granular level of insight to real-world transactions, brands and retailers can develop messages and communications strategies which are more relevant, impactful and effective."
Connecting what people buy with who they are
The solution combines Reward’s insights derived from first-party transaction data across a panel of ten million UK banking customers, with Experian’s consumer segmentation framework. Mosaic uses a rich combination of demographic, lifestyle, and behavioural indicators to classify UK households into distinct consumer segments.
Together, these capabilities enable brands and retailers to move beyond isolated data points and develop a more rounded understanding of customers, connecting behaviour, demographics, and context to support more relevant planning, targeting, and activation, both online and in-store.
Turning seasonal intent into actionable insight
This level of insight is critical in a market shaped by fast-changing consumer behaviour. January is often associated with "new year, new me" intentions, but these motivations are expressed very differently across consumer segments. When combined with Reward’s transaction-level insight with Mosaic segmentation, brands can see which audiences translate intent into action, and how spending patterns shift by life stage, household type and affluence.
For example, analysis using the combined capabilities shows that Mosaic types 'Budding Families' and 'Affordable School Years' increased health and wellness spending by 23% in January 2025 compared with December 2024. This reflects a strong New Year focus on healthier food and nutrition choices, even as households remain mindful of costs.
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