IRI and Label Insights Extend Partnership

Consumer data giant IRI and product data specialist Label Insight have expanded their relationship to help CPG marketers design marketing campaigns based on consumer demand for product attributes such as 'gluten-free' and 'sustainably sourced'.

The pair teamed up last year to provide more detailed insight into product performance based on nutrition and ingredient label data. They now offer tools to design marketing campaigns based on more than 500 product-level attributes, spanning characteristics such as clean label, allergens, sustainability, FDA nutrient claims and health benefits.

Label Insight's product-level details are now integrated with IRI's media solutions, to allow CPG brands and retailers to better understand shoppers' interests and tailor more advertising for products that fit their dietary, health or sustainability interests. According to the firms, this will help CPG advertisers acquire new buyers to a category or brand, by using deidentified datasets to distinguish households that purchase other products with attributes the brand offers. Clients will also be able to use the extended service to re-engage lapsed or lost buyers, by pinpointing new or existing attributes to reposition a brand to shoppers who moved elsewhere in store. Aggregated audience segments can also be created based on the attributes that motivate consumer purchases, enabling retailers to create personalized messaging to drive visits.

Nishat Mehta, Chief Product Officer and President of the IRI Media Center of Excellence, says the extended partnership will deliver a solution for reaching shoppers based on 'motivating' product characteristics. Todd Morris, recently appointed CEO of Label Insight, adds: 'By doubling down on our combined expertise, we will drive growth and opportunity for our clients by enabling them to unlock the power of product attributes in new ways that connect their consumers to the products that best meet their needs'.

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