Waitrose is to launch a customer behaviour portal for both suppliers and its stores this autumn.
The platform, developed by data specialists IRI, will go live this September and provide insight on the latest trends, promotional effectiveness and pricing changes and strategies.
Users will be able to assess the impact their in-store activity has on shopper behaviour alongside sales and ask questions regarding the brands and promotional spend.
These could range from “is Brand A offering something unique to the customer and generating category growth and what else do customers purchase when they buy Brand B to how should merchandising and ranging decisions change in order to improve the shopping experience?”, IRI said.
“The benefit of a platform like this is that both retailer and supplier are looking at the same information to make joint decisions,” said IRI head of loyalty & gateway solutions Jaime Silvester.
“Traditionally, there has often been debate between retailer and supplier, when looking at slightly different category definitions or product groupings for example. A supplier collaboration platform provides a common language with shared KPIs to facilitate better joint business planning, which ultimately improves the customer experience.”
Waitrose head of insight Clare Gough added: “By bringing this added depth and breadth of insight to Waitrose & Partners, and our suppliers, we are able to differentiate our range for the long-term benefit of customers.”
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