true partners with IMRG
true is pleased to announce a strategic partnership with IMRG, the UK Ecommerce Association.
A new partnership with the UK Ecommerce Association
true is pleased to announce a strategic partnership with IMRG, the UK Ecommerce Association.
The partnership gives true's clients direct access to IMRG's market intelligence, including benchmarking data across 80+ KPIs and 40 market categories, drawn from a community of 34,500+ retail professionals and 5,000+ brands.
For our clients this means sharper, evidence-led decisions on everything from conversion rate optimisation to customer retention, backed by the most detailed retail data set in the UK.
With over 20 years' experience partnering with ecommerce businesses including California Shutters, Newmarket, St Austell Brewery and Furniture Village, true delivers high-impact digital platforms that drive both immediate performance and long-term growth. The IMRG partnership deepens that capability further, giving clients a data-backed view of how their digital performance stacks up against the wider market and where the greatest opportunities lie.
A new whitepaper on Generative Engine Optimisation (GEO)
true's first activity under the partnership is the launch of a new whitepaper on Generative Engine Optimisation (GEO) with original, primary research into how people are using AI tools to shop within the homewares category.
The research has two parts. Firstly, true has conducted interviews with homewares shoppers to understand how they use large language models (LLMs) like ChatGPT, Claude and Gemini when researching, discovering and evaluating brands and products.
We have then carried out quantitative research, systematically testing a range of homewares purchase-related prompts across the most widely used LLMs. By repeating these tests at scale, we have analysed which brands and products are surfaced, how they are recommended and how those recommendations vary between models.
The result is a sector deep dive into how AI is reshaping product discovery and purchase decisions and what that means for brands that want to stay visible as shopping behaviour shifts from search engines to AI assistants.
Alongside the whitepaper, true will be publishing a series of supporting content pieces through the coming months and will bring the research to industry audiences in person at IMRG's Growth Summit 2026, taking place on 23rd September at ExCeL London.
Who is the research for?
The GEO whitepaper and supporting content are focused on the homewares sector, but the insights will be relevant for those outside the sector as well. The findings will help technology, product and marketing leaders understand the risks and opportunities emerging from AI-powered discovery, while providing practical guidance for organisations looking to ensure their platforms and digital experiences are future-facing in an AI-world.
Do you want to stay ahead? Sign up for the report here. We'll be sharing in August!
