Sainsbury's suppliers will be the first to be able to analyse online sales separately from in-store sales, following the roll-out of a new insight tool by the company that manages Sainsbury's Nectar loyalty card scheme.

LMG's Self Serve, which will be accessible through the internet, is currently being piloted by three suppliers and will be given a full roll-out over the next two months.

The system, which offers analysis of the type of consumer using Sainsbury's website and their spending habits, would help suppliers develop more effective online marketing and promotional strategies, said David Buckingham, LMG commercial director, fmcg.

"Online is becoming an increasingly important sales channel and the online shopper is a very different animal to a store shopper," he said. "Our technology will give an immediate insight into shopper behaviour. The only restrictions on its effectiveness will be how quickly fmcg suppliers can develop specific marketing strategies."

The system, which also provides data about sales and shopper behaviour in-store, would give suppliers speedier access to data, said Buckingham, adding that suppliers were already signing up "in droves".

"Suppliers would normally have to go to a team of analysts to get the same level of insight," he said. "Now they will get information two or three days after the weekend, compared with a 10-day industry norm."

This was vital as the success of a new product was typically determined in the first four to eight weeks of its life, said Buckingham.

"By providing analysis and data so quickly, suppliers can take immediate action to resolve issues such as availability, or change their marketing strategy," he said.

The tool comprises eight different modules, which provide data and analysis on areas such as availability, promotions and effectiveness of media campaigns.

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