Nielsen expands e-commerce capabilities for FMCG brands following strategic alliance with Profitero

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Global information and insight firm Nielsen and ecommerce analytics company Profitero are forming a strategic alliance to incorporate Profitero’s Digital Shelf 360 suite into Nielsen’s ecommerce offering to FMCG brands.

The alliance extends Nielsen’s ecommerce capabilities to allow manufacturers to correlate digital shelf analytics with actual sales data. The enhanced offering will help them understand ‘the why’ behind what they observe in their online sales and share movements.

In Europe, Nielsen already has ecommerce measurement in the UK, France and Spain, with additional information from large key accounts in the Netherlands and Turkey.

Profitero brings its advanced technology, global coverage and multiple offerings in ecommerce analytics to the alliance. Its coverage spans more than 300 million products on 4,000 websites across more than 40 countries every day to deliver a holistic digital shelf solution. The solution evaluates all ecommerce performance drivers including price, promotion, assortment, search position, product content, and ratings and reviews to uncover and help clients capitalise on ecommerce opportunities.

“Nielsen is continuously investing and developing relationships to ensure our clients have access to robust measurement services, allowing them to benchmark and identify ecommerce growth opportunities,” said Nielsen president for lead markets Karen Fichuk.

“This alliance brings the industry a step closer to measuring the Total Consumer – covering offline and online purchases, all outlets, retail and out of home. In today’s rapidly changing retail landscape, ecommerce performance metrics are no longer a ‘nice to have’, but an essential part of the success equation for everyone in the retail industry.”

Profitero’s CEO and co-founder Vol Pigrukh adds: “Profitero’s strategic alliance with Nielsen further reinforces our position as the leading provider of ecommerce analytics. Our digital shelf insights help FMCG manufacturers increase ecommerce sales and win market share. The powerful combination of Profitero and Nielsen will enable us to expand this approach to the total ecommerce market and deliver the most comprehensive solution to FMCG brands, helping them to grow their business both online and across all channels.”