Nielsen signed a cooperation agreement with Walmart to receive and analyze sales information from Walmart’s U.S. stores. The majority of U.S. retailers already provide Nielsen with sales information, and Walmart's data will allow Nielsen to provide a more precise view of consumer purchase activity.
Nielsen will be working with Walmart, including Neighborhood Market and Sam’s Club, to report their sales information. As part of the agreement, Nielsen will be Walmart’s primary provider for information, tools and training.
“Nielsen is thrilled to expand our relationship with Walmart, adding to the momentum we’ve established with their sister company, Sam’s Club,” says John Lewis, president and chief executive officer, North America consumer, Nielsen. “We believe that Walmart’s participation in the information sharing model reinforces the importance of business information and analytics in today’s retail climate. Nielsen is confident that both retailers and consumer goods manufacturers will benefit significantly from greater accuracy of information on what consumers buy.”
“This expanded relationship with Nielsen will provide Walmart and Sam’s Club with deeper insights into customer purchasing and unmet needs both nationally and in key local markets,” says Cindy Davis, executive vice president of Walmart global customer insights. “We plan to share our point-of-sale information to help us identify category growth opportunities sooner and collaborate with our manufacturer partners to develop more impactful customer-driven programs going forward.”