Nielsen, the leading global provider of consumer information and market analysis, has announced that it has entered into a cooperation agreement with Walmart, the world's leading retail group.According to the group, the agreement will see Nielsen receive and analyze information from the retailer's US stores, and marks the return of Walmart to the consumer packaged goods industry's information sharing model.
The majority of US food, drug, mass convenience and dollar stores already provide Nielsen with sales information, with the addition of Walmart enabling Nielsen to offer a more precise view of consumer purchase activity.
Nielsen will work with Walmart's store network to report sales information and incorporate it into existing market reads, offering a better and more accurate coverage for all participating retailers and manufacturers by giving insights into sales volumes, pricing, merchandising and promotions.
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