Food Marketing Institute (FMI) and Nielsen have forged a strategic analytic alliance to mine comprehensive insights on the “Digitally Engaged Food Shopper.”
Results from the multiyear initiative will focus on current and future digital shopping behaviors, incorporating perspectives from retailers, CPG manufacturers and technology providers, as well as extensive consumer research by FMI and Nielsen.
“Fundamentally, we know the impact of digital on grocery shopping is significantly and quickly growing, which is creating a real urgency to explore the emerging technologies shaping the new norm in food and consumer products shopping,” said Mark Baum, chief collaboration officer and SVP of industry relations at Arlington, Va.-based FMI. “We’ll explore with Nielsen how a new generation of technology-enabled digital collaboration, including format, supply chain and information capabilities, will be required for seamless engagement with the grocery customer. Connected commerce will become the norm.”
“The use of mobile and digital technologies are reshaping the food retail landscape and creating the immediate need for retailers and manufacturers to implement ‘connected commerce’ strategies to maintain retail relevance,” added Chris Morley, president of New York-based Nielsen U.S. Buy. “This analytic alliance between FMI and Nielsen will aim to better define the digital shopper and uncover deep insights on a topic that is strategically crucial for the industry. Together, the combination of data and analytics across multiple sources will help provide 360-degree clarity on core factors for all FMI members navigating this new, digital retail topography.”
Initial survey findings will be available to all FMI members next year, with a preview of topline insights to be revealed at the FMI Midwinter Executive Conference this coming January.