The manufacturer of a toothpaste brand wanted to run a more efficient and effective digital shopper marketing campaign targeted to brand buyers shopping at a national drug retail chain.
IRI used IRI ProScores to identify high-propensity toothpaste brand buyers at a national drug retail chain. Then, by using IRI ProScores Audiences, IRI was able to pinpoint a select group of households that drove the most sales uplift.
The brand’s shopper marketing team achieved a more efficient and effective media buy, as the IRI ProScores household audiences identified were 2.5 times more valuable to the retailer than geotargeted households.
IRI recommended that the manufacturer partner with the retailer to garner a greater investment for future mutually beneficial shopper marketing campaigns to this particular target audience.
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