In the US, Kantar Shopcom has teamed up with retail data giant IRI to create a portfolio of solutions for all-outlet, multi-channel media planning, targeting and measurement, based on a traceable view of more than 95% of total US consumer packaged goods spending.
Through the deal, Kantar Shopcom's retail purchase loyalty card data from 30 million consumers will be integrated with IRI's national consumer panel data from more than 100,000 consumers, and its point-of-sale transaction, pricing and promotion data collected from over 34,000 CPG retail outlets. The firms say this combination will drive the creation of purchase-based media planning, targeting and measurement products.
IRI President and CEO Andrew Appel comments: 'Advertisers want to seamlessly connect and measure all consumer touch points, including media, in-store activity and off-line sales lift. IRI and Kantar Shopcom can now provide this viewpoint with precise accuracy, because we can apply not only sales lift but also the all-important causal variables, such as price, distribution and in-store promotion.'
Web sites: www.kantarshopcom.com and www.iriworldwide.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.