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Bracknell, UK, 25 January 2012 – 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 unprecedented insight into the most developed online grocery market in the world which is currently worth £6 billion and growing at over 20% a year. It 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.”

Notes to Editors:

Facts about FMCG:

- By next year the value of the online grocery market will be close to £7billion but this is expected to be over £11 billion by 2016, according to IGD
- Total UK grocery supermarket sales value £108.8bn (Sept 2011) SymphonyIRI Group
- Over 3.5 million shoppers visited the mySupermarket site over Christmas
- IGD’s Online Grocery Retailing Outlook Survey (Sept 2011) highlights that half of FMCG brands put “visibility of online shopping behaviour” as the most challenging aspect of their relationship with the retailers when trading online.

About SymphonyIRI Group

SymphonyIRI Group, formerly named Information Resources, Inc (“IRI”) is the global leader in innovative solutions and services for driving revenue and profit growth in CPG, retail and healthcare companies. SymphonyIRI offers two families of solutions: core solutions for market measurement and Symphony AdvantageTM solutions for enabling new growth opportunities in marketing, sales, shopper marketing and category management. SymphonyIRI solutions uniquely combine content, analytics and technology to deliver maximum impact. SymphonyIRI helps companies create, plan and execute forward-looking, shopper-centric strategies across every level of the organisation.

About mySupermarket

mySupermarket is the only independent grocery, wine, health and beauty shopping and comparison website in the UK. The site allows users to shop and compare products and prices across Tesco, ASDA, Sainsbury’s, Boots, Superdrug, Waitrose, Ocado, Majestic and Virgin Wine online stores. It is a ‘one stop shop’ for every single product available at the country’s leading online supermarkets. This has enabled mySupermarket to build up a unique, unrivalled database of real-time online shopper behaviour, both at product and retailer level. At mySupermarket brands can truly understand the online shopper, their interaction with products and response to price and promotional activity, all within a transparent, uniquely competitive environment.

For further information please contact:

Teresa Horscroft
Eureka Communications
Tel: +44 1420 564346
Mobile: +44 7990 520390
Twitter : @teresahorscroft

Jeanette Field
UKMarketing Manager at Symphony IRI Group
Tel : +44 (0)1344 746184
Mobile : +44 (0)7748 770 636

Twitter : @SymphIRI_INTL
Twitter : @mySupermarket

This press release was distributed by ResponseSource Press Release Wire on behalf of Eureka Communications in the following categories: Food & Drink, Media & Marketing, Retail & Fashion, for more information visit