Nielsen in Shopper Personalization Partnership

Nielsen has partnered with shopper marketing platform RichRelevance, to enable retailers to deliver personalized content, product recommendations and search results to consumers - both on their mobile devices and online.

RichRelevance, which is partly owned by global consultancy Accenture, is focused on 'omnichannel personalization', combining CRM, customer experience and purchase recommendations. RichRelevance will now be available through the Nielsen Marketing Cloud, which provides clients with data on customer characteristics including age, gender, demographics, life-stage, shopping behaviour and product purchase intent. The firms say this combination will enable retailers to engage more shoppers with better personalized content, including those who have not previously shopped with a brand; offering more tailored on-site and in-app experiences to every shopper.

Eduardo Sanchez, CEO and President of RichRelevance says the partnership will help clients more effectively connect with customers who are new to a retailer, as well as understand existing customers in the full context of who they are. Karen Fichuk, President, Lead Markets at Nielsen, says the agreement 'should have a big impact on retail customer acquisition and retention efforts - effectively increasing lifetime value with the best data, technology and analytics available'.

Web sites: www.nielsen.com and www.richrelevance.com .