The segments are based on behavioural data from GfK’s National Shopper Lab (NSL), which aggregates loyalty card sales information from over 96 million grocery and drug shoppers across the US. 

In the coming weeks, GfK and Dstillery will release dozens more segments based on NSL data, allowing marketers to target campaigns specifically to current, former, or non-buyers of their brands; to loyal buyers of competitive brands; and to promotion and discount-sensitive shoppers (including coupon users); as well as monitor key changes in buyer behaviours.

GfK and Dstillery have already collaborated in developing over 150 high-performance audiences for auto marketers, drawing from GfK’s AutoMobility research on US auto “intenders” (those who plan to buy or lease a new car). The new CPG segments can be used to power shopper-focused campaigns through social media, e-commerce websites, programmatic TV, and other addressable platforms.

“By basing the audiences on behavioural data, GfK and Dstillery give marketers new confidence that they can reach precisely the right CPG shopper audience at the right time,” said Rolfe Swinton, director of data assets and innovation at GfK. “This gives tailored products, offers, or messages the ability to find their intended audiences more efficiently.”

Dstillery senior vice-president of strategy and partnerships Evan Hills added: “Our expanded partnership with GfK and the ability to bring these new segments to market will bring stronger performance and more efficient targeting to CPG brand advertisers.

“As online and real-world lives have converged over the past two years, consumers have become agnostic to buying goods online versus in-store; this new solution enables CPG and pharma brands to bring their message to consumers, regardless of where they shop.”