The partnership, called Kantar Shopcom Retail Product Segments, will allow brands and marketers to access data from retail data collected from over 175 million consumers 32,000 retailers. The data, which is based on store items’ SKU inventory product codes, also represents 15 different retail sectors and over 300 retail categories.
“Access to SKU-level purchase data has previously been only available to CPG marketers, giving them the ability to precisely target and measure mobile ad campaigns with tremendous results based on sales lift,” said Tim Jenkins, CEO of 4INFO in a press statement. “The availability of such a category-wide data source has fueled tremendous growth in mobile advertising from CPG brands. Now with 4INFO’s new retail solution in partnership with Kantar Shopcom, we expect to see similar interest from companies that sell across other retail categories.”
While the product inventory data is helpful for marketers of larger brands or more wide-selling consumer packaged goods, Kantar Shopcom notes that the partnership will also be helpful for smaller, local marketing as well.
“The combination of 4INFO’s unprecedented mobile advertising platform and Kantar Shopcom’s massive retail product purchase data enables brands and advertisers to target differentiated audience segments and drive incremental sales results. Our exciting partnership supports national campaigns and hyper-local marketing investments, which is increasingly essential for marketers as advertising dollars shift to mobile,” said Katie Casavant, (CEO) at Kantar Shopcom.
While smaller scale products are easier to measure data for, Kantar Shopcom and 4INFO are hoping this partnership will solve attribution problems for products sold across multiple retailers.
“We are solving this challenge for retailer marketers with Kantar Shopcom’s powerful purchase data and 4INFO’s platform that accurately ties mobile devices to households,” Jenkins said. “Together, we will enable retailers to precisely target and measure results from their mobile ad campaigns—as well as across desktops and laptops with our MultiScreen solution—based on what matters most — actual sales at the cash register.”