Kantar, Profitero Help Brands Elevate E-Commerce Capabilities

Charlie Menchaca
Managing Editor
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Kantar and Profitero

London-based Kantar and Dublin-based Profitero have formed a global partnership dedicated to creating a suite of advisory, analytical and capability-building services to help their clients become more efficient at e-commerce.

Kantar and Profitero will help joint clients manage their e-commerce and omnichannel investments more efficiently through services that seamlessly bridge the gap between strategy and execution. This includes:

  • Efficient Strategy – Using Kantar’s proprietary insights and consulting expertise, brands can identify the most attractive shopper, distribution and category opportunities. Adding Profitero’s granular, item-level data for Amazon and thousands of other retailers into the mix will bring new precision to strategy and planning.
  • Efficient Organization – Kantar’s organizational design expertise and benchmarking methodology paired with Profitero data will help brands right-size their people, processes and systems against their highest-priority opportunities. Additionally, Kantar and Profitero will collaborate to provide e-learning tools and live training to help get organizations performing at higher levels.
  • Efficient Execution – Profitero’s granular digital shelf analytics will power Kantar’s statistical models and retail management platforms, allowing brands to more effectively pinpoint the products and tactics that truly move the needle. Manufacturers will be able to test new content and promotion tactics and measure the impact ahead of scaling them across the full portfolio (an agile approach to e-commerce).

Mutual clients of the two companies will also see the benefits of the partnership through events and share groups, advisory projects and analytics packages.

“E-commerce is an area of growth that deserves investment, but brands can’t afford to spend without discipline and focus,” said Phillip Smiley, ceo, consulting division, Kantar. “With our complementary data and expertise, Kantar and Profitero are uniquely positioned to help brands bridge the gap between digital strategy and execution and grow quickly – and efficiently – at the same time.”

“Kantar and Profitero sit on a lot of powerful data and we are only scratching the surface in terms of the benefits we can offer global companies,” said Vol Pigrukh, Profitero CEO and co-founder. “We’re excited to partner with Kantar and contribute our data science expertise and AI technology on mission to make brands more efficient and agile in e-commerce.”

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About the Author

Charlie Menchaca
Charlie Menchaca is Managing Editor at the Path to Purchase Institute.  Read More