Information Resources Inc. (IRI) and Return Path have combined consumer insight business and other e-commerce transactional datasets to create a comprehensive view of the rapidly growing online activity in the CPG industry.
The new integrated dataset is designed to give CPG marketers:
- Significantly enhanced understanding of e-commerce activity
- Interaction of online purchasing with traditional brick-and-mortar transactions
- Deeper awareness of the path to purchase
- More effective shopper insights, marketing activation and a holistic approach to measurement
Return Path’s Consumer Insight business provides in-depth visibility of consumer behavior in real time. It captures shoppers' inbox data, which provides a unique, real-time view of behavior, from brand affinity to detailed purchase records.
"IRI is the first data partner to gain deep access to Return Path's Consumer Insight data, giving IRI clients a significant advantage," said Robert Tomei, president, consumer and shopper marketing at Chicago-based IRI. "This is an opportunity to create a best-in-class alliance to help clients gain strategic insights from previously unavailable data."
Through the alliance, IRI will gain access to e-commerce receipt data as well as purchase data and will collaborate with New York-based Return Path on future products and services, such as scorecards, analytic services and market share reports. In addition, the alliance will give IRI clients new access to e-commerce purchase data, including product-level, basket and unique transaction information such as pickup versus delivery.