Circana Opens Supply Chain Data to Smaller Firms

Consumer data giant Circana has launched Liquid Supply Chain, a new solution giving smaller and medium-sized CPG businesses an entry point into the firm's Liquid Data platform for real-time optimization of supply chain planning and execution.

Global consumer data firms IRI and The NPD Group merged in 2022 and the combined company was renamed Circana shortly after. The company uses advanced analytics, cross-industry data and decades of expertise to help clients understand spending and trends across retail sectors, and take action accordingly. Its core platform is the former IRI product Liquid Data, integrating market, consumer, frequent shopper, media, supply chain and other data in an on-demand, cloud-based technology hub for brands and retail stores. The firm launch Liquid AI and a previous smaller client option Liquid Data Go last year.

Circana says the new solution, available to companies in the US and UK, 'goes beyond measurement', providing prescriptive recommendations for inventory allocation, uncovering new revenue and cost-saving opportunities, and fueling the demand planning and distribution processes across the national enterprise. Data from a supplier's portfolio of retailers is automatically ingested, harmonised and exported into the new tool, to provide insights down to the store, item and day level in quick time. The result promises 'an unmatched view of supply chain and operational performance, helping suppliers quickly identify disruptions, manage inventory allocation, and improve overall efficiency.'

According to Brad Shelton, the company President, Retail and Manufacturer Collaboration, the new offering delivers 'enhanced visibility in a ready-to-use solution that adapts to each supplier's unique needs without compromising quality or depth'. He adds: 'Our deep expertise in retail, CPG, and general merchandise ensures businesses of any size can unlock the full value of our end-to-end platform and keep shelves stocked for shoppers'.

Home page: www.circana.com .