SymphonyIRI and mySupermarket partner to provide shopper behaviour data

A new partnership between SymphonyIRI Group, a global leader in Fast Moving Consumer Goods insight, analytics and technology and mySupermarket, the UK’s only independent online grocery shopping site with 2 million unique users, will provide the first detailed multi channel view of shoppers’ behaviour in the UK – both online and in store. The service will provide a unique and granular view into how hundreds of thousands of shoppers are using mySupermarket to make better informed choices in the face of continued financial pressure.

“The last 5 years has seen phenomenal growth in the demand for Shopper Insight. The need to understand why shoppers buy and just as important, why they don’t buy, is crucial” said Dan Finke, managing director of SymphonyIRI Group UK. “Against this backdrop, SymphonyIRI and mySupermarket have formed this partnership to create unique insights on a scale and to a depth previously unavailable to the industry. Whether buying online or optimising their shopping list prior to travelling to stores, these insights will enable our clients to understand how shoppers navigate through product, pricing and promotional choices before ultimately reaching a purchase decision”.

James Foord, mySupermarket’s VP of business development added: “This relationship bridges the most significant gap in shopper insight – total shopper understanding. The UK has the biggest online grocery shopping market in the world, and it’s still growing, yet manufacturers are virtually in the dark as to how they create the right multi-channel marketing strategy.  For the first time they can have access to real time shopper behaviour at the point of sale across multiple retailers –  for all their products.  Just understanding what makes their customers switch brands is groundbreaking for them and this is only part of the potential opportunity.”

A wide range of services will be available as a result of the partnership, from the optimisation of price, promotion and assortment through to the real time evaluation of new product introductions and media impacts.

Nigel Howlett, SymphonyIRI’s International President, who brokered the partnership agreement with Allon Bloch, CEO of mySupermarket says, “Being able to understand millions of shoppers’ choices in the context of the total basket of goods they purchase as well as their behavioural and geo demographic characteristics, brings a powerful new tool with which to formulate and execute more effective marketing mix and shopper engagement strategies. This unique combination of granularity and actionable segmentation also marks an important innovation for those clients looking to accelerate the performance of their CRM and Loyalty Marketing investments. The ability to understand shopper behaviour and then test findings, analytical models or new executions in a controlled, highly measurable and real time environment, heralds a new era of marketing precision.”

Allon Bloch added, “We know first-hand that the FMCG industry has felt at a real disadvantage by not having access to the granular shopper data they need to compete effectively in this multi-channel environment.  We are delighted to be able to combine our unique shopper insight with the existing services of SymphonyIRI, to bring clients something truly game changing to the retail landscape.”