Toronto-based mplus is launching Precision Retail, a new post-purchase survey tool that helps retailers obtain consent-based and zero-party data.

When clients complete their purchase, the tool invites them to complete a brief survey. It is available for download on the Shopify App Store, which is accessible to any retailer who uses Shopify as their e-commerce platform.

Once the application is downloaded, retailers can choose to offer a future in-store discount to survey respondents as a value exchange for the data they provide. Retailers can choose from 10 pre-defined survey templates, which are given to customers after they checkout.

According to mplus, the surveys were developed to gather deeper customer information, such as attribution and behavioural insights, which are then matched to purchase data. As the AI-powered survey engine learns about customers, it will provide new tailored marketing segments for the retailer to explore and activate on other ad platforms like Meta.

Katelyn Daniell, co-founder of Precision Retail, tells Media in Canada that the launch of the tool is crucial at this time because retailers face increasing pressure to build trust with a new generation of consumers who demand more transparency and control over their data.

“At the same time, retailers are limited in understanding their consumers’ behavior, as they are currently only able to analyze on-site behaviors and transactional data, which provides a linear and limited view into their overall customer profile,” Daniell says. “Precision Retail’s tool addresses this challenge by enabling retailers to gather zero-party data directly from customers in a transparent, consent-based manner. This allows for a more holistic understanding of the consumer, capturing insights into motivations, preferences, and future intentions.”

The tool also enables retailers to build stronger relationships with their audience and improve customer acquisition and retention, Daniell says. “The application of this purchase data at a cohort level provides advertisers a strong opportunity to activate more strategically, and to tap into an independent solution with similar customer insights as those offered by companies like Amazon,” he adds.

Precision Retail is also available as a standalone platform for brands that do not operate on Shopify.

Mplus is an ad tech company that provides advertisers with audience segmentation for targeting through its zero-party data platform, which includes survey data from Gen Z, Millennials, electric vehicle and car buyers, newcomers and multicultural audiences in Canada and the U.S.