Wal-Mart Stores has agreed to resume sharing consumer data with market research firm Nielsen.
The world’s largest retailer is set to give Nielsen access to sales information from its US stores.
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The majority of US food, drug, mass, convenience and dollar store retailers already provide Nielsen with sales information and this will add to the existing market information, enabling Nielsen to provide a “better, more precise view of consumer purchase activity for the benefit of the industry,” the market research group said yesterday (21 July).
This new base of information will have better and more accurate coverage for all participating retailers and manufacturers, providing “improved insights into sales volumes, pricing, merchandising and promotions”, Nielsen said. As part of the deal, Nielsen will be Wal-Mart’s primary provider for information, tools and training.
“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,” Cindy Davis, Wal-Mart’s executive vice president of global customer insights, said. “We plan 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 programs going forward.”
