IRI’s Shopper Analytics team used IRI ProScores® for Walmart Targeting to launch a campaign that focused on two key shopper segments. Within these segments, two million households were targeted and offered a sample of the product.
To do this, IRI was able to identify shoppers who had purchased within the category at Walmart. Then, the team used ProScores to refine the target audience, which was defined as households that were the heaviest category spenders in the market and loyal Walmart shoppers with a high share of CPG spend at the retailer.