Shopper Interaction With The E-Comm Channel

Shopping anywhere and anytime is exciting for consumers, but it does present its challenges. Manufacturers and retailers need to fully understand and keep apprised of the new shopper journey and communicate with their shoppers across multi-platforms. To get a new and unparalleled view of how shoppers interact with the e-commerce channel, IRI has announced the availability of a new proprietary e-commerce engagement offering, a foundational component of its best-in-class e-commerce consumer and shopper insights service.
 
By leveraging data and insights from multiple sources, including 50,000 responses to an IRI proprietary e-commerce survey, CPG manufacturers and retailers can determine which brands and channels have opportunities for e-commerce-based growth, as well as understand which brands and segments are most vulnerable to competitive threats presented by e-commerce. 
 
“IRI’s new e-commerce service goes beyond current market options for manufacturers and retailers, and gives marketing teams new opportunities for growth by providing a custom deep analytical dive into how their key consumers shop today and the intersection of online and offline brick-and-mortar business,” said Robert I. Tomei, president, consumer and shopper marketing, IRI. “It is a new, important solution for manufacturers and retailers eager to create micro-segments of shoppers based on their online attitudes, past purchasing behaviors and future intent.”
 
The e-commerce service also enables manufacturers and retailers to understand motivations for shopping online, expectations relative to services and attributes and expected level of usage change during the next 12 months.
 
IRI’s e-commerce services enable manufacturers and retailers to understand the following:
•  Consumer motivations for shopping e-commerce as a channel
•  Potential of category and/or brand buyers and key retailer shoppers to migrate to online
•  Who e-commerce shoppers are in general and within specific categories
•  Interaction of target segments with e-commerce in total and with e-commerce retailers
•  Motivators and barriers to e-commerce among key segments

Survey questions elicited responses on shoppers’ online purchase frequency across CPG and non-CPG, CPG aisle by online retailer, online purchase attitudes and motivators, and future online purchase intention.