UK Launch for Circana's SME Solution Liquid Data Go

Consumer behaviour specialist Circana has launched its Liquid Data Go solution in the UK, supporting smaller manufacturers with insights into shopper behaviour and retail trends.

Consumer data firms IRI and The NPD Group merged in the Spring of 2022 and the combined company was renamed Circana just under a year later. The firm combines advanced analytics, cross-industry data and decades of expertise to help clients understand spending and trends in a huge array of retail sectors, and take action accordingly. At its core is the Liquid Data platform which integrates market, consumer, frequent shopper, media, supply chain and other data in an on-demand, cloud-based technology hub to recommend action for brands and retail stores. The company recently integrated technology from fives years of AI development into the platform, launching Liquid AI, while Liquid Data Go aims to make many of the features of the core platform available to SMEs at a lower entry price.

Liquid Data Go helps users engage with retailers to secure and grow distribution 'as the cornerstone to achieving value sales growth'. Circana says the solution is specifically designed to organise essential market and business performance data around the most important business questions, to facilitate smarter, data-driven decisions.

Alongside the UK launch the company released data on distribution trends in the country, revealing that SMEs with an increase in Total Distribution Points (TDP) over the last 12 months compared to the previous year account for 64 percent of SME value sales and have added £920m in value sales in that time. SME manufacturers have increasingly turned to promotional investment as a strategy for growth, with further stats suggesting those increasing their promotional giveaway over the past 12 months have seen a ten percent growth in sales while those decreasing it have grown sales only 2%.

'Big data doesn't have to come with a big price tag anymore' comments Alex Lawrence, Senior Strategic Insight Director at Circana. 'With Liquid Data Go, small and midsize FMCG manufacturers can unearth the same insights that their larger manufacturer competitors rely on to make sound business decisions for growth. This easy-to-use solution works like an 'analyst in a box,' offering quick access to key trends and performance insights. In just a few clicks, users can better understand market drivers, identify opportunities and put forward strategic recommendations'.

Web site: www.circana.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.