Nielsen has announced an exclusive agreement with Rakuten Intelligence, combining the former's online purchase and rich product reference data with the latter's consumer sourced panel to produce 'the first complete picture of today's omnichannel retail landscape' for US FMCG.
Based in San Mateo, CA, Rakuten Intelligence (formerly Slice Intelligence) is a subsidiary of Tokyo-based Internet services group Rakuten, and its online shopper panel of 5.5 million consumers is billed by the partners as 'the largest e-commerce panel in the world'. Rakuten uses item-level purchase details to provide an in-depth examination of market volume and share, emerging trends and changes in buyer behavior.
Nielsen, which now collects / accesses data on 90% of all US FMCG online sales, says it now has 'unparalleled visibility into nearly all merchants across all FMCG categories, channels and devices'; and the new combination promises 'a full view into online and offline market performance and shopper behavior'.
The deal will boost Nielsen's holistic Digital Shelf 360 solution, available through its partner Profitero, which tracks over 300 million products on 4,000 web sites in more than 40 countries every day, helping correlate online execution drivers with actual sales performance data captured through e-receipts and ePOS retail cooperation.
Rakuten Intelligence CEO Nick Stamos (pictured) says the alliance creates 'a new standard for e-commerce measurement for the FMCG industry'. John Tavolieri, President, US FMCG and Retail at Nielsen, adds: 'As the industry focuses in on the connected consumer, we are proud of the continued expansion of our e-commerce suite of solutions and excited to align with the best of breed e-panel provider in the market, Rakuten Intelligence'.
Web sites: www.nielsen.com and www.rakutenintelligence.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.