Nielsen, the leading global provider of consumer information and market analysis, has announced that it has entered into a cooperation agreement with Walmart, the world's leading retail group.
According to the group, the agreement will see Nielsen receive and analyse information from the retailer's US stores, and marks the return of Walmart to the consumer packaged goods industry's information sharing model.
The majority of US food, drug, mass convenience and dollar stores already provide Nielsen with sales information, with the addition of Walmart enabling Nielsen to offer a more precise view of consumer purchase activity.
Nielsen will work with Walmart's store network to report sales information and incorporate it into existing market reads, offering a better and more accurate coverage for all participating retailers and manufacturers by giving insights into sales volumes, pricing, merchandising and promotions.
'Nielsen is thrilled to expand our relationship with Walmart, adding to the momentum we've established with their sister company, Sam's Club,' said John Lewis, president and CEO, North America consumer, Nielsen. 'We believe that Walmart's participation in the information sharing model reinforces the importance of business information and analytics in today's retail climate. Nielsen is confident that both retailers and consumer goods manufacturers will benefit significantly from greater accuracy of information on what consumers buy.'
And Cindy Davis, executive vice president of Walmart global customer insights, noted: 'This expanded relationship with Nielsen will provide Walmart and Sam's Club with deeper insights into customer purchasing – and unmet needs – both nationally and in key local markets.
'Weplan to share our point-of-sale information to help us identify category growth opportunities sooner and collaborate with our manufacturer partners to develop more impactful customer-driven programmesgoing forward,' she added.
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