The Perishables Group, the industry-leading consulting firm specialising in fresh food category management and marketing, has formed a partnership with consumer-centric analytic services firm, Spire, to provide shopper loyalty card analysis for fresh foods.
The partnership combines Spire’s Loyalty NetworkTM of more than 30m US households with the advanced analytical capabilities of the Perishables Group to provide various levels of detail around shopper dynamics and switching behaviours for all products sold in supermarkets.
“Our partnership with Spire enables us to reach a completely new level of insight around shopper behaviors and purchase dynamics,” said Bruce Axtman, president and CEO.
“This information will arm our clients with a powerful new resource in fresh food category development.”
The reporting and analysis enables an understanding of which items correlate with larger overall purchases; how successful a promotion is in graining trial and repeat purchases; which items bring new users to a category; and how consumers switch between brands.
It also measures the impact of pricing, packaging or merchandising on a product.
“The partnership with the Perishables Group harnesses the power of household-level data to allow unprecedented access to shopper behavior in the perimeter,” said Spire’s senior vice-president of business development, Matt Germain.
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