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ST. LOUIS -- Save-A-Lot here has signed The Nielsen Co. to be its preferred provider of marketing information for merchandising and market decision support across the 1,150-store chain. The multiyear agreement marks the first time Save-A-Lot has agreed to a release of its company-owned store scanning data.
Under the contract, Save-A-Lot will utilize Nielsen's services to obtain a more granular view of its customers, including their attitudes, purchase decisions, and shopping patterns. The agreement will also enable Nielsen to expand its current relationship with Save-A-Lot's parent, Supervalu.
"Save-A-Lot is pleased to work with Nielsen in our continuing efforts to better understand and serve our customers," said Bill Shaner, president and CEO, Save-A-Lot. "The rich data sources available through Nielsen will help us achieve our mission of making a real difference in the lives of our customers."
Until now, Save-A-Lot has not released its corporate store scanning data to any marketing information providers.
"It is business-critical for Save-A-Lot to operate efficiently and effectively, and at Nielsen, we understand that," said Dan Sacco, s.v.p./client services for ACNielsen, a service of The Nielsen Company. "Save-A-Lot's decision to release scanning data to Nielsen is very significant, because we have the content, the marketing information and the analytic power to help them understand their customer better than ever before."
Save-A-Lot is one of the nation's leading extreme value, edited assortment grocery chains, operating more than 1,150 value-oriented stores in all types of neighborhoods - - urban, rural and suburban - - and delivers terrific savings, up to 40 percent compared to conventional grocery stores.