Wal-Mart to Hand Over Sales Data to Nielsen

Wal-Mart has partially lifted its six-year ban on providing sales data to MR firms, to support Nielsen's effort to create an industry standard for in-store marketing measurement.

Wal-Mart's Chief Marketing Officer Stephen Quinn said that the firm will provide sales data from 1,000 of its 3,000 US stores to the Nielsen In-Store syndicate, an initiative also backed by Procter & Gamble, and the media agency that serves them both, Starcom MediaVest Group. He reassured customers that data would only be used by members of the syndicate and commented: 'This is an initiative we think will forever change retail marketing.' He added that the system should benefit all retailers and manufacturers.

The Nielsen In-Store service, known as PRISM, was launched earlier this month (www.mrweb.com/drno/news6756.htm ) on a limited basis, with plans to roll out nationally in early 2008. Through the use of infrared sensors, the system will measure traffic and consumer exposure to product displays and other marketing materials like banners and in-store TV networks.

Dina Howell, Procter & Gamble's General Manager-Marketing Global Operations said that an initial test of the programme conducted in 10 Wal-Mart stores last year had shown a better-than-expected 76% accuracy rate. She commented: 'We will now have the right tools to make the right choices on how, when and where to spend our dollar to generate the greatest consumer impact.' Quinn added that since that initial test, refinements to the system have increased confidence to 85%.

Among the more than 20 syndicate participants funding PRISM are Unilever, Kraft Foods, General Mills, Miller Brewing and Hewlett Packard. Nielsen, Wal-Mart and Procter & Gamble are on the net at www.nielsen.com, www.walmartstores.com and www.pg.com .