IRI introduces new e-commerce insights tool

CHICAGO - Shopping anywhere and anytime is exciting for consumers, but it does present its challenges. 

 

IRI on Thursday released its proprietary e-commerce consumer and shopper insights service E-Commerce Engagement Offering to help manufacturers and retailers fully understand and keep apprised of the new shopper journey and communicate with their shoppers across multi-platforms. 

 

“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,” stated Robert Tomei, president, Consumer & Shopper Marketing, 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.”

 

By leveraging data and insights from multiple sources, including 50,000 responses to an IRI proprietary e-commerce survey, CPG manufacturers and retailers can determine which brands and channels have opportunities for e-commerce-based growth, as well as understand which brands and segments are most vulnerable to competitive threats presented by e-commerce.

 

In addition to behavioral learnings, the e-commerce service enables manufacturers and retailers to understand motivations for shopping online, expectations relative to services and attributes and expected level of usage change during the next 12 months. IRI provides these insights within strategically important consumer target groups as defined by the manufacturer or retailer. It also creates a benchmark of all metrics versus the total and versus competitors.

 

IRI’s 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; andSurvey questions elicited responses on shoppers’ online purchase frequency across CPG and non-CPG, CPG aisle by online retailer, online purchase attitudes and motivators and future online purchase intention.