Mega-retailer Walmart and Nielsen, a global provider of information and analytics around what consumers watch and buy, have signed a cooperation agreement under which Nielsen will receive and analyze sales information from Walmart’s U.S. stores. The agreement marks Walmart’s return to the consumer packaged goods (CPG) industry’s information-sharing model.
As the majority of U.S. food, drug, mass, convenience and dollar store retailers already provide Nielsen with sales information, this move on Walmart’s part will add to the existing market information, enabling Nielsen to offer a more precise view of consumer purchase activity to the industry. Nielsen will work with Walmart, including Neighborhood Market, and Sam’s Club to report their divisions’ sales information and incorporate it into existing reads of the marketplace.
This new base of information will feature more accurate coverage for all participating retailers and manufacturers, providing enhanced insights into sales volumes, pricing, merchandising and promotions. According to the agreement, Nielsen will be Walmart’s primary provider for information, tools and training.
John Lewis, president and CEO, North America consumer at Nielsen, noted that the agreement expanded the company’s “relationship with Walmart, adding to the momentum we’ve established with their sister company, Sam’s Club. 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.”
“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,” said Cindy Davis, executive vice president of Walmart global customer insights at the Bentonville, Ark.-based retailer. “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.”
Nielsen, which has a presence in about 100 countries, with headquarters in New York and Diemen, the Netherlands, plans to incorporate Walmart and Sam’s Club retail sales information and define new views of U.S. industry numbers and sales information databases over the next few months.