Dive Brief:
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IRI, a global leader in innovative solutions and services for consumer, retail, media and over-the-counter health care companies, has partnered with Clavis Insight to help consumer packaged goods marketers track and assess a brand’s performance — both online and offline — in one place, according to a press release. The partnership will also help companies "identify and capitalize on rapidly emerging e-commerce growth opportunities and maximize omnichannel sales and market share."
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IRI’s E-Market Insights service will be integrated with Clavis Insight’s online channel analytics, which consist of data concerning pricing, assortment, placement, presentation and monitoring of social content, which will reveal insights into how shoppers behave across channels. The insight is powered by IRI’s Liquid Data platform and the Clavis Insight software as a service platform."
- As this form of enhanced e-commerce measurement expands in the future, IRI will report on it as a new channel in the context of IRI’s traditional point-of-sale measurement service.
Dive Insight:
A partnership like this not only brings physical and digital shopping together, but also offers brands advanced analytics in helping them succeed in an interconnected retail world.
According to a survey from TABS Analytics, online grocery purchases represent about 2% of all sales now. As more manufacturers realize the potential for growth, the amount is sure to grow.
A recent Nielsen survey revealed a majority of consumers today are shopping on as many as four channels a week and averaging 22 visits a month, which points to an interest in utilizing multiple ways to shop.