PRS In Vivo updates omnichannel service

The ‘OmniPath’ tool, launched in 2019, applies a behavioural framework to shopper behaviour.

The company has updated the service to work consultatively with clients in response to Covid-19. Additions to the tool include passive tracking of internet activity before and after shopping and techniques to add qualitative data to shopper insights.

Emilie Boutes Eberly, chief innovation officer at PRS In Vivo (pictured), said: "Clients came to us with challenges posed by the pandemic that were highly specific to their own brands in their own retail environments.

"It became the perfect opportunity to introduce a more consultative approach, leveraging additional features to provide a three-dimensional snapshot of how consumers are coping with new modes of shopping, for now and for the long term, post-coronavirus."