IRI Acquires FreshLook

Published in CSP Daily News

Enables integrated fresh food industry tracking information, services

CHICAGO -- Information Resources Inc. (IRI), a leader in solutions and services for consumer, retail and over-the-counter healthcare companies, has purchased of FreshLook Marketing Group LLC, a leading supplier of market research information and consulting services to the fresh/random weight (fresh food) industry.

"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, president and CEO of IRI. "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."

Fresh/random weight products account for approximately 20% of all outlet sales, according to FreshLook. They play an increasingly important role in establishing the retailer's image and competitive positioning among manufacturers. FreshLook provides scanner-based sales, actual retail price and distribution information on these products through its Sales Tracking Service. FreshLook'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 CEO of FreshLook. "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."

Prior to forming FreshLook Marketing Group in 2000, Degner was an executive at IRI.

Employees of FreshLook will join IRI, and all assets will transfer to ensure continuity and integrity of client relationships.

FreshLook provides scanner-based information on the sales of perishable products, including fresh fruits and vegetables, deli cheese and meats, deli prepared foods, fresh meat and seafood, in-store bakery items and bulk foods. Founded in 2000 with data provided by IRI 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.

Chicago-based IRI is a leader in delivering powerful market and shopper information, predictive analysis and the foresight that leads to action.