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NEW YORK, N.Y. - In a first-of-its-kind alliance for a c-store distributor and syndicated data provider, TDLinx, a service of The Nielsen Co. based here, has forged a strategic deal with Temple, Tx.-based McLane Company, Inc., to deliver integration-ready distributor data to CPG manufacturers.
Delivering TDLinx Codes through McLane's M-Pulse data warehouse enables CPG manufacturers to communicate with McLane code-to-code about retail, seamlessly integrate disparate retail data sources, improve business intelligence and simplify processes, the partners said.
"Our M-Pulse data revolves around store location information -- distribution, replenishment and velocity," said Stuart Clark, v.p./c-store sales for McLane. "Integration of TDLinx Codes into M-Pulse expands our flexibility to address a broad range of collaborative capabilities with our supplier community including distribution of product, enhancing targeted data collection, forecasting, reporting and overall decision making."
McLane will append TDLinx codes to its store-level distributor data sent to CPG manufacturer clients. The TDLinx code provides the link between McLane's M-Pulse distributor data to the TDLinx-coded data in the CPG manufacturer's customer master database.
With the TDLinx-coded data, CPG manufacturers will have a simpler, more streamlined process for integrating distributor data into their data warehouses and will be able to align with industry-standard channel and market definitions, retail account hierarchies and other syndicated retail data sources, said Nielsen.