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IRI Buys Stake in GuestMetrics
Retail data giant IRI has formed a partnership with point-of-sale (POS) data specialist GuestMetrics, and acquired an undisclosed stake in the company.
 GuestMetrics captures POS data 'virtually anywhere' people consume a product on premise, particularly in bars, restaurants, and other locations across the food service and hospitality sectors. Through the partnership, this data will be integrated with IRI's existing off-premise purchase information for food and beverage products purchased in various retailers, and consumed at home. The resulting information can be used to study the impact of on-premise sales on off-premise purchase behavior.
Piyush Chaudhari (pictured), IRI President of the Americas, comments: 'Our alliance and investment in GuestMetrics furthers the IRI strategy of helping manufacturers and retailers gain new levels of knowledge about how people research, shop and consume food and beverage products everywhere. We believe integrating GuestMetrics' data in the restaurant and food service space with IRI data will enable CPG decision makers to drive growth of their brands everywhere they are sold.'
Web sites: www.iriworldwide.com and www.guestmetrics.com .
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