Nielsen does deal to expand insights offering

Retailers can measure every aspect of shoppers’ behavior on their Web sites and now an agreement between Nielsen and RetailNext means some of the same insights can be obtained from the physical world.

Nielsen and RetailNext formed a strategic alliance that will bring RetailNext proprietary technology on in-store analytics to Nielsen’s retail client base, including grocery, mass, drug, convenience and dollar stores. The deal allows RetailNext to become the preferred go-to market provider in Nielsen’s retail channels will extend Nielsen’s commitment to bring innovative and performance-driven capabilities to its retail clients while allowing RetailNext to expand in important CPG retail channels.

RetailNext uses cameras and mobile-based technologies to provide comprehensive measurements of shopper activities in-store, delivering a distinct opportunity to measure all aspects of the brick-and-mortar shopping experience, according to the companies. By combining RetailNext technology with Nielsen’s sales performance, promotion, pricing, merchandising, and assortment information, retailers and manufacturers will be better able to understand shopper behavior, grow sales and improve loyalty.

“As we continue to deepen our relationships with our broad base of CPG retailers, we are committed to collaborating with the best in the industry to bring impactful solutions to retailers and help them grow their business,” said Pat Dodd, Nielsen’s president of global retail.

“We are excited about the opportunity to share RetailNext’s advanced technology solutions with them and believe this collaboration will be a game-changer for the industry.” RetailNext CEO and co-founder Alexi Agratchev said being chosen by Nielsen was a validation of his firm’s innovative capabilities because of Nielsen’s extensive evaluation process. “We are excited about deepening our relationship with Nielsen, and the combined power of Nielsen’s long-established data streams with RetailNext’s rich insight into in-store shopper activity delivers a unique value propositiono to clients of both firms,” Agratchev said.