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BENTONVILLE, Ark. - Wal-Mart Stores, Inc. said yesterday it has signed a new agreement designating ACNielsen as its sole provider of consumer panel services. The new pact complements the Spectra segmentation and targeting applications that ACNielsen already provides to Wal-Mart, and which the company supports with an extensive group of consumer and shopper insight experts based at its headquarters.
With these services, Wal-Mart aims to better tailor the merchandise assortments in its stores.
"The partnership ... with ACNielsen [will enable] Wal-Mart to gain valuable insights into shopping behavior, category dynamics, and overall business activity," said Wal-Mart's s.v.p. of marketing, Stephen Quinn, in a statement. "It will enable us to understand our customers better than ever before. And the better we understand our customers, the better equipped we will be to offer them the merchandise they want, when and where they want it."
John Lewis, ACNielsen U.S. president and c.e.o., said the data provider looks forward to supporting Wal-Mart's "new marketing thrusts."
Wal-Mart will leverage the Homescan consumer panel, which has grown to 125,000 households in the U.S. The agreement gives Wal-Mart access to ACNielsen's Consumer & Shopper Insight applications, and the ability to create custom views of its shopper base. In addition, Wal-Mart will have access to broad capabilities within the Homescan consumer panel service that link attitudes, intended usage, and media exposure to actual shopping and purchase behavior.