SymphonyIRI Partners for Multi-Channel Shopper View

Retail analysis giant SymphonyIRI has partnered with UK independent grocery comparison web site mySupermarket, to provide what the firms describe as 'the first' multi-channel view of shoppers' behaviour in the UK - both online and in-store.

mySupermarket enables its 2 million users to shop and compare products and prices across Tesco, ASDA, Sainsbury's, Boots, Superdrug, Waitrose, Ocado, Majestic and Virgin Wine online stores. As a 'one stop shop' for all products available in these stores, mySupermarket has built a database of real-time online shopper behaviour, both at product and retailer level.

The partnership will provide a granular view into how hundreds of thousands of shoppers use mySupermarket to make choices, while offering other services from the optimisation of price, promotion and assortment, through to the real-time evaluation of new product introductions and media impacts.

James Foord, mySupermarket's VP of Business Development says the partnership will offer 'total shopper understanding' with access to real-time shopper behaviour at the point of sale across multiple retailers.

Adds Dan Finke, MD of SymphonyIRI Group UK: 'The need to understand why shoppers buy and just as important, why they don't buy, is crucial. Whether buying online or optimising their shopping list prior to travelling to stores, these insights will enable our clients to understand how shoppers navigate through product, pricing and promotional choices before ultimately reaching a purchase decision.'

Web site: www.symphonyiri.co.uk and www.mysupermarket.co.uk .