IRI and Return Path Link to Expand Shopper Insights

Retail and healthcare data giant IRI has partnered with e-mail analytics specialist Return Path, to offer FMCG clients insights from eCommerce receipt and transaction data.

Through the partnership, IRI will integrate Return Path's Consumer Insight business and other eCommerce transactional datasets, to create a view of online activity across the consumer packaged goods industry. The firms say this will enhance CPG marketers' understanding of eCommerce activity and of path-to-purchase, and will help them link online purchasing and traditional brick-and-mortar transactions.

Return Path's Consumer Insight business captures shoppers' inbox data in real-time and uncovers brand affinity as well as detailed purchasing records. As part of the deal, IRI will gain access to eCommerce receipt data and purchase data, and will also work with Return Path to develop future products and services such as scorecards, analytics services and market share reports. In addition, the alliance will give IRI clients access to product-level, basket and unique transaction information, such as pickup versus delivery.

Robert Tomei, IRI's President, Consumer and Shopper Marketing, comments: 'We are the first data partner to gain access to Return Path's Consumer Insight data, giving IRI clients a significant advantage in gaining a better understanding of their eCommerce activity in the context of their competitive set. This is an opportunity to create a best-in-class alliance to help clients gain strategic insights from previously unavailable data'.

Web sites: www.returnpath.com and www.iriworldwide.com .