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CHICAGO — IRI has launched a new service designed to provide retailers and consumer packaged goods manufacturers with better insights about how consumers shop online.
IRI’s E-Commerce Engagement Offering allows the company’s clients to leverage data and insights from multiple sources, including 50,000 responses to a proprietary e-commerce survey, according to the company. CPG manufacturers and retailers can use the data to determine which brands and channels have opportunities for e-commerce-based growth, and also to understand which brands and segments are most vulnerable to competitive threats presented by e-commerce.
“IRI’s new e-commerce service goes beyond current market options for manufacturers and retailers, and gives marketing teams new opportunities for growth by providing a custom deep analytical dive into how their key consumers shop today and the intersection of online and offline brick-and-mortar business,” said Robert Tomei, president of consumer and shopper marketing at IRI. “It is a new, important solution for manufacturers and retailers eager to create micro-segments of shoppers based on their online attitudes, past purchasing behaviors and future intent.”
IRI says its e-commerce services enable manufacturers and retailers to understand the following:
- Consumer motivations for shopping e-commerce as a channel
- Potential of category and/or brand buyers and key retailer shoppers to migrate to online
- Who e-commerce shoppers are in general and within specific categories
- Interaction of target segments with e-commerce in total and with e-commerce retailers
- Motivators and barriers to e-commerce among key segments
