Global insight firm, Nielsen and ecommerce anaylytics firms Profitero have announced plans to form a strategic alliance to incorporate Profitero’s Digital Shelf 360 suite into Nielsen’s ecommerce offering to FMCG brands.
The alliance will effectively extend Nielsen’s ecommerce capabilities, allowing manufacturers to correlate digital shelf analytics with actual sales data, and understand 'the why behind what they observe in their online sales and share movements.
In Europe, Nielsen already has ecommerce measurements for the UK, France and Spain, with additional information from large key accounts in the Netherlands and Turkey.
Profitero’s brings global coverage – encompassing 300 million products on 4,000 websites across 40 markets – and multiple offerings in ecommerce analytics to the partnership,
Nielsen president for lead markets Karen Fichuk commented, "This alliance brings the industry a step closer to measuring the Total Consumer – covering offline and online purchases, all outlets, retail and out of home.
"In today’s rapidly changing retail landscape, ecommerce performance metrics are no longer a ‘nice to have’, but an essential part of the success equation for everyone in the retail industry."
Profitero’s CEO and co-founder Vol Pigrukh added, "The powerful combination of Profitero and Nielsen will enable us to expan this approach to the total ecommerce market and deliver the most comprehensive solution to FMCG brands, helping them to grow their business both online and across all channels."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Jenny Whelan. To subscribe to ESM: The European Supermarket Magazine, click here.
