The agreement will allow Behviorally to support brands measuring packaging design and ecommerce visual effectiveness in China, as well as using shopper and behavioural data.

PackFlash is available as a tiered data or data plus advisory service, and the collaboration will allow brands to access real-time, actionable insights with optimisation recommendations within the TMIC platform.

TMIC was created in 2017 as the retail innovation arm of Alibaba’s Tmall business-to-consumer marketplace and is the largest ecommerce platform in China.

Nichole Gu, managing director of Asia-Pacific at Behaviorally, said: “We are excited about the opportunity this collaboration creates for brands in China to utilise Behaviorally’s proven products within the ecosystem of one of the largest direct to consumer channels.

“This partnership delivers on Behaviorally’s mission to be the leading provider of data intelligence that supports brands at the point of purchase transaction, especially at the ever-growing digital shelf.”