Mplus, a company that develops zero-party data advertising technology, has launched an enterprise retail solution that enables brands to better survey their audiences across the properties they own and manage.

With MCommerce Retail, marketers will be able to poll their audiences on their websites or mobile apps, gathering information that consumers can voluntarily supply.

Will Oatley, co-founder of Mplus, tells MiC that the tool is meant to offer advertisers a sustainable, privacy-friendly and effective way to create a net-new data asset for long-term growth. “MCommerce Retail provides advertisers a unique method of building new audience pools for activation. The technology not only allows them to learn more about their customers but also to segment survey responses by cart data and then export, so they can deploy across their marketing channels,” Oatley says.

“Generally, the industry thinks of commerce as retail media networks. We see a much broader and necessary application for independent retail data that is not limited to the lower funnel part of the marketing plan,” he says, adding that the tech also helps brands combine customer purchase data with psychographic survey data, “which we believe is the future of prospecting customers for all advertisers.”

Mplus launches MCommerce after having introduced Precision Retail in August, a post-purchase survey tool that helps retailers obtain consent-based, zero-party data. The technology invites customers to fill out a short survey after purchase in order to gather more detailed information about them, such as behavioural insights. That solution can be accessed by all retailers using Shopify as their e-commerce platform.

MCommerce is available as part of Mplus’ ad tech offering, which serves Fortune 500 brands.