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BOCA RATON, Fla. - Responding to widespread changes in consumer shopping patterns, ACNielsen U.S. today announced a comprehensive retail measurement solution that offers significantly enhanced coverage of the complex U.S. consumer packaged goods marketplace.
The announcement was made here during the annual Consumer 360 conference hosted by ACNielsen, Spectra, and other businesses of the VNU Marketing Information Group.
In development for more than a year, tested in the marketplace, and available now, ACNielsen's new solution gives clients their first source of actionable insights based on a complete view of consumer purchasing in both traditional and emerging retail channels. The solution integrates information from a variety of sources to provide accurate, decision-ready reporting and coverage of a broad array of retail channels, including food, drug, mass merchandise, convenience, dollar, pet, home improvement, warehouse club, and toy stores, as well as Wal-Mart.
"The remarkable diversity of today's retail universe is one of our clients' most difficult marketing challenges," said Alice Fawver, s.v.p., retail measurement services at ACNielsen U.S. Marketing. "In a marketplace where consumers can find the same product in many different outlets, complete retail coverage is essential to help manufacturers develop the right marketing and sales programs, and to help retailers understand their competitive positions. Accurately measuring this highly complex environment is a difficult challenge, but we're satisfied that, after careful testing, we have developed the right solution."
ACNielsen's first-stage comprehensive retail coverage service employs a new modeling process to integrate information from three sources:
-Retail measurement information, gathered at the point of sale, principally from the flagship ACNielsen Scantrack service.
-Consumer purchasing information gathered in the home through the industry-leading ACNielsen Homescan consumer panel service.
-Shipment and other data provided by consumer product manufacturers.
ACNielsen is already developing enhancements to the new solution that will add information from foodservice and vending outlets. The depth and richness of the consumer purchasing information also will be substantially enhanced as ACNielsen rolls out the previously announced expansion of its Homescan panel.
"We have been moving aggressively over the past year on this solution," Fawver said, "but at the same time we're taking care to ensure the new information we deliver to clients is accurate and meaningful. Our solution, which is driven by a breakthrough approach to data synthesis, meets our high standards of accuracy and quality in market measurement."