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ACNielsen to Partner With DemandTec

NEW YORK -- Marketing information company ACNielsen -- part of the VNU umbrella of companies that includes Progressive Grocer -- yesterday said it is collaborating with a demand management solution provider, DemandTec, Inc., to deliver consumer-centric merchandising solutions to retailers worldwide.

The partners said retailers utilizing the new DemandTec/ACNielsen offering will be able to simulate a variety of pricing, promotion, and merchandising scenarios within a software application supported by demand models with additional intelligence about their consumers and markets.

"Those retailers who efficiently and effectively understand their consumers -- who they are, what they need, and how they shop -- have a competitive advantage in the marketplace," said Steve Schmidt, president and c.e.o. of ACNielsen and e.v.p., VNU Marketing Information. "ACNielsen is committed to bringing new consumer-centric solutions to our retailer clients around the world, and we see the market-leading solutions announced today as the first of many that we expect to develop through this partnership with DemandTec."

San Carlos, Calif.-based DemandTec's Consumer-Centric Merchandising applications and the DemandTec CDM Platform for demand and consumer intelligence will now be enhanced for fast moving consumer goods retailers with ACNielsen's content for additional consumer and market insights.

"During the past few years, we've been rapidly speeding up our delivery of data -- even delivering it withing hours for some retail customers," Tom Markert, global chief marketing officer and client service officer for ACNielsen, told Progressive Grocer. "Now we're entering the next frontier, which is enabling retailers to predict the future with a high level of confidence."

The tool is designed to be a global solution that can be used easily by various level executives and management within a retail organization. "Every tool we plan to employ we evaluate for its ease-of-use," said Markert. "It must be usable by marketing, trade marketing, sales, right up through the c.e.o."

At least one retailer agrees. "DemandTec has already helped Duane Reade plan and execute pricing strategies that keep us competitive in the marketplace and optimize our gross margin opportunity," said Gary Charboneau, s.v.p. of sales and marketing at Duane Reade, the most recognized drugstore chain in metropolitan New York operating over 230 stores. "Having the rich market and consumer insights from ACNielsen available in one system with DemandTec as we plan future programs will help us build and maintain our focus on the consumer throughout our merchandising process."
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