IRI buys FreshLook Marketing Group
by Bryan Salvage
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CHICAGO – Information Resources Inc. (IRI) has purchased FreshLook Marketing Group LLC, a leading supplier of market research information and consulting services to the fresh/random weight (fresh food) industry. IRI calls itself the global leader in innovative solutions and services for consumer, retail and over-the-counter healthcare companies.
“Our food manufacturer and retailer clients are eager for a total store perspective; fresh/random weight products are an important component of many retailers’ footprint and profitability,” said Andrew Appel, IRI president and chief executive officer. “The FreshLook acquisition enables IRI to further improve its market leadership in providing the total view of the store, which manufacturers and retailers want, integrate the two sets of information more efficiently and provide shopper marketing, analytics and consulting services that impact the whole store.”
FreshLook Marketing Group reports that fresh/random weight products account for approximately 20 percent of all outlet sales. They play an increasingly important role in establishing the retailer’s image and competitive positioning among manufacturers. FreshLook Marketing Group provides scanner-based sales, actual retail price and distribution information on these products through its Sales Tracking Service. FreshLook Marketing Group’s reports are based on all-store census data from supermarkets across the United States.
“We are eager to expand our long-term relationship with IRI, enabling us to drive substantially more value for our clients in the fresh categories,” said Mark Degner, president and chief executive officer of FreshLook Marketing Group. “In addition to offering manufacturers and retailers an integrated view of the store, we look forward to expanding our engagement with current FreshLook Marketing clients by offering IRI solutions and services.”
Degner was an executive at IRI before forming FreshLook Marketing Group in 2000. Employees of FreshLook Marketing Group will join IRI, and all assets will transfer to ensure continuity and integrity of client relationships.
FreshLook Marketing Group provides scanner-based information on the sales of perishable products, including deli cheese and meats, deli prepared foods, fresh meat and seafood, fresh fruits and vegetables, in-store bakery items and bulk foods. Founded in 2000 with data provided by Information Resources Inc. from supermarkets, super stores and club stores, the Hoffman Estates, Ill.-based firm is a leading supplier of marketing information and category management support tools to shippers, growers, producers, vendors, consultants and retailers.