Nielsen Launches Shopper Dashboard

In Hong Kong, Nielsen has launched a service called the Omni Shopper Dynamic Dashboard, to help marketers understand how online and off-line purchases perform across categories, changing behavior in those categories, and how this impacts retailers.

The new solution tracks performance data across categories and retailers, so marketers can review their strategies and adapt to both changing consumer behavior and the retail landscape. According to Nielsen, the tool helps marketers understand at a glance how consumers behave in terms of purchase frequency and basket size, where they shop, which categories have the most 'gravity' in their share of wallet, and how the importance of each category is evolving over time.

In addition, with current issues around retailer switching, Nielsen says the tool will help marketers realize which factors are driving growth or decline for each retailer. Also, because consumer behavior may vary from one retailer to another as a result of differences in product assortments, prices and overall strategies, the dashboard makes it possible for marketers to determine which channel to invest in, by identifying how consumers behave at each retailer and for each category.

Comprising a panel of 1,500 households, the Omni Shopper Dynamic Dashboard analyses twelve 'super categories', including frozen and packaged food, household products, toiletries and personal care, and non-prescription medicine and health products. Vaughan Ryan (pictured), Nielsen's MD Consumer Intelligence Asia, comments: 'The new normal has forced consumers into different purchasing behavior. Through this dashboard, marketers are able to understand these changes from switching trends between retailers to understanding what KPI's contribute most to retailers' evolution so that they can adjust their strategies accordingly'.

Web site: www.nielsen.com .