Nielsen signs US cooperation agreement with WalMart

The agreement marks WalMart's return to the consumer packaged goods (CPG) industry's information sharing model. The majority of US food, drug, mass, convenience and dollar store retailers already provide Nielsen with sales information, and this will add to the existing market information, enabling Nielsen to provide a better, more precise view of consumer purchase activity for the benefit of the industry.

Nielsen will be working with WalMart (including Neighbourhood Market) and Sam's Club to report their sales information and incorporate it into existing reads of the marketplace. This new base of information will have better and more accurate coverage for all participating retailers and manufacturers, providing improved insights into sales volumes, pricing, merchandising and promotions. As part of the agreement, Nielsen will be WalMart's primary provider for information, tools and training.

Benefits expected

"Nielsen is thrilled to expand our relationship with WalMart, adding to the momentum we've established with their sister company, Sam's Club," said John Lewis, president and CEO, North America Consumer, Nielsen. "We believe that WalMart's participation in the information sharing model reinforces the importance of business information and analytics in today's retail climate. Nielsen is confident that both retailers and consumer goods manufacturers will benefit significantly from greater accuracy of information on what consumers buy."

"This expanded relationship with Nielsen will provide WalMart and Sam's Club with deeper insights into customer purchasing - and unmet needs - both nationally and in key local markets," according to Cindy Davis, executive vice president of WalMart global customer insights. "We plan to share our point-of-sale information to help us identify category growth opportunities sooner and collaborate with our manufacturer partners to develop more impactful customer-driven programs going forward."

Nielsen will incorporate WalMart and Sam's Club retail sales information and define new views of US industry numbers and sales information databases over the next several months.