Kantar Shopcom, analytics and insights division of Kantar Retail, announced this past week that it will partner with IRI, a provider of information services and solutions, to integrate Kantar Shopcom’s retail purchase transaction loyalty card data with IRI’s national consumer panel data and point-of-sale transaction data and jointly create a portfolio of all-outlet, multi-channel media planning, targeting and measurement solutions.
The integration of Kantar Shopcom’s granular purchase transaction data for 30 million consumers with IRI’s national consumer panel purchase data for more than 100,000 consumers and IRI’s point-of-sale transaction, pricing and promotion data collected from more than 34,000 CPG retail outlets enables the creation of media planning, targeting and measurement products based on a traceable view of more than 95% of total U.S. CPG spending. The combined assets will deliver the most complete coverage of the CPG data landscape — purchase, panel, transaction and causal data — available in the industry today. Both Kantar Shopcom and IRI will market the jointly created products and services.
“Kantar Shopcom is delighted to join forces with IRI in the creation and delivery of the industry’s most comprehensive purchase-based media planning, targeting and measurement solutions,” stated Katie Casavant, CEO of Kantar Shopcom. “The coverage and scale of the combined solutions will enable unprecedented transparency and insight into the causal drivers of media investment performance and impact.”
“Advertisers want to seamlessly connect and measure all consumer touch points, including media, in-store activity and offline sales lift,” said Andrew Appel, president and CEO, IRI. “IRI and Kantar Shopcom can now provide this comprehensive viewpoint with precise accuracy, because we can apply not only sales lift but also the all-important causal variables, such as price, distribution and in-store promotion. This all adds up to providing advertisers with a more local and flexible approach to optimizing and monitoring their ad spend.”