Blis and IRI Partner To Deliver Improved Measurement of In-Store Sales for the First Time In The Italian Market

Blis is the First Movement Data Company to Partner with IRI in Italy

Milan – 26th July, 2018 – Blis – the global leader in advanced location data technology – today announced that it has partnered with the third-party data and analytics firm, IRI, to provide more comprehensive in-store data analysis to the Italian market. This regional partnership follows from Blis and IRI’s successful work across the US, UK and France, where they provide brands with consumer behaviour online and in-store analysis.

Over the past 3 months, Italian businesses have been able to tap into the most accurate pool of in-depth behavioural insights and location data through Blis to serve digital advertising to consumers on the go. As a result of this new partnership, brands will be able to measure the impact of their digital ads on their in-store footfall, while also measuring sales lift. This partnership is an opportunity for brands in the region to harness new technologies, especially as Italian marketers have demonstrated a readiness to leverage the power of location data and valuable customer purchase insights.

‘Marketers have been demanding innovative means of understanding how best to invest their advertising budgets’ says Gaetano Faleo, International Sales Director & New Business Europe at Blis. ‘Our partnership with IRI in Italy will provide FMCG, Health & Beauty brands with more efficient means of driving customers to supermarkets & pharmacies and in turn, help them do a better job at measuring their offline sales.

Italian clients will gain valuable insights into how to invest their digital spend more effectively. Brands can now harness the power of movement data and location intelligence, alongside the ability to keep up with the fast-paced changes in the ways consumers are buying.

‘There is an enormous opportunity for brands to better understand and engage with Italian consumers, which has not been available until this partnership’ says Livio Martucci, Global Analytics and Shopper Director at IRI. ‘Marketers dealing with increasing pressures to demonstrate ROI will benefit from an enhanced understanding on maximising their digital channels, ultimately proving a return on investment by measuring sales uplift. Our clients’ needs are paramount, and with this partnership we aim to consolidate our positioning and offering for digital media evaluation and optimization in Italy to best serve them.’

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