IRI Point of View

3/15/2010
Shopper Relationship Management Delivers the Winning Hand

This Point of View reveals a new era of Shopper Relationship Management (SRM) in which speed is the differentiator that tips the odds in your favor before you even sit down at the table. Without speed you are left at the mercy of all the same factors affecting your competitors, but getting granular data well ahead of everyone else is the equivalent of seeing everybody else’s cards at the poker table. To truly stay a step ahead of shoppers and the competition, marketers can leverage the ability to understand what shoppers will do in scenarios they themselves have not yet encountered, making your marketing efforts more fact-based and faster-to-market.
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2/3/2010
Driving Growth Through the Alignment of Brand Building and Pricing Strategies

Today, many industries are undergoing seismic shifts as the American shopper continues to cut costs in ways we haven’t seen in decades. As the economy begins its shift toward recovery, boardrooms must also be nimble and be prepared to shift from their short-term survival strategies and back to long-term growth strategies. Doing this will require fact-based evidence that is accepted as truth across the organization and available in time to support critical business decisions.
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12/16/2009
Branding the Beauty Shopper

IRI’s most recent investigation into the minds and habits of American beauty care shoppers reveals a highly complex market impacted by multiple trends simultaneously. While there are select uplifts in the market, with small pockets of recovery, there are still large groups of individuals experiencing economic turmoil, unemployment and a severe decrease in savings. Because these are the most personal of CPG products, there is an overlay of emotion that shapes the definition of value.
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12/15/2009
Success and Failures in Marketing Mix Modeling

Marketing mix modeling (MMM) has existed for decades and its promise has tantalized the senior management teams of first consumer packaged goods (CPG) companies and, in the last 10 years, financial services, telecommunications, retailers, entertainment, pharmaceutical companies and several other industries as well. They are understandably tantalized because some companies have harnessed its potential with enormous success, while others have failed to gain the significant benefits it offers.
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9/1/2009
Beer, Wine & Spirits in a Downturn Economy: Affordable Indulgence or Sacrificed at Check-Out?

Retailers and manufacturers must now consider whether shoppers are trading up or down—are they trading down and buying less to save money or trading up and increasing consumption at home in lieu of cutbacks to onpremise consumption? They must anticipate if purchases will be reduced or eliminated and whether or not consumers consider alcohol an “affordable indulgence” on which they are willing to splurge.
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