“Generally speaking, less than 5% of all food and beverage purchases are currently coming from the e-commerce channel. However, as more retailers build their Food & Beverage e-commerce capabilities, more total industry growth is coming from e-commerce,” Sam Gagliardi, SVP of e-commerce for IRI, told FoodNavigator-USA.

Clavis Insight’s capabilities, which Mondelēz’s global e-commerce director Neil Ackerman attributed in a past interview as a strategizing tool that led to double-digit e-sales growth for Oreo, BelVita and Trident gums, will provide IRI with e-commerce data such as Amazon SKU level measures for sales dollars, units, share, pricing, assortment, placement, presentation, and monitoring of social content, all of which IRI hasn’t provided its clients before.

According to Gagliardi, Clavis Insight’s data also provides core casual insights, including distribution, in-stock, price and promo. “This data is combined on a single omni-channel platform so data can be reviewed from the online channel as well as the in-store channel for a full market [view],” he added.

The platform

Clavis Insight’s online channel analytics will be integrated with IRI’s E-Market Insights service. The E-Market Insights – Private Cloud solutions will provide detailed information into shoppers’ cross-channel paths to purchase within IRI’s Liquid Data platform and the Clavis Insight software as a service (SaaS) platform.

As this new e-commerce measurement further expands, it will be reported on as a new channel in the context of IRI’s traditional point-of-sale measurement service.

“Brands no longer exist in just an e-commerce or physical store channel,” said Garry Moroney, CEO for Clavis Insight. “A brand’s success today depends on a deep understanding of the e-commerce and omni-channel universe. By combining Clavis Insight’s online channel data with IRI’s cross-channel solutions, and advanced analytics, we can supply brands with all the information they need to protect market share and to grow sales in an increasingly complicated and interconnected retail environment.”

Robert Tomei, president of Consumer & Marketing to IRI added: “Our relationship with Clavis Insight further enables IRI to bring the physical and digital shopping world together by leveraging the best industry data sources at multiple levels to unlock the most advanced correlative and predictive omni-channel modeling and analytics for our clients.”

He also noted: “Expanding IRI’s e-commerce measurement service, E-Market Insights, with Clavis Insight’s causal metrics will fortify the e-commerce transactional data from more than 2 million households and provide critical insight to the ‘why behind the e-buy.’”