In the US, consumer audience creation and data giant IRI is integrating ‘floral department’ data into its store perimeter market measurement service, which currently features fresh department views for produce, deli, bakery, meat and seafood. According to the firm, floral is one of the fastest-growing departments, with sales having increased by an average of 5% annually during the past five years compared to an average increase of 3% for the other fresh perimeter departments and 1% for the center store. IRI’s full view of the perimeter, including floral, is currently available in one integrated system: the IRI Liquid Data and Unify visualization platform. The firm says this end-to-end consumer planning to activation solution will help retailers identify competitive assortment opportunities and better understand price and promotion trends, while helping floral growers tap in to ‘never-before-seen’ market intelligence. Piyush Chaudhari , President of the Americas, comments: ‘Floral and fresh perimeter are clearly helping drive growth, so all CPG manufacturers and retailers will benefit from having a view of the store the way a shopper sees it, not just a limited view based on traditional UPC codes. This will truly unlock total store insights and provide consumers with the best shopping experience possible’. Web site: www.iriworldwide.com .
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