Nielsen Launches Store Explorer

Nielsen has launched another new product integrating data from two or more of its existing sources. Web-based 'Store Explorer' examines retail store conditions and their impact on brands and categories, using information from up to four other services.

Combining data from Spectra consumer demographics, Market Decisions custom audits, Nielsen weekly sales data, and TDLinx physical store characteristics, the firm says the new system is able to provide an understanding of what is happening during a specific marketing campaign and provide the insight required to adjust it accordingly.

'With Store Explorer, manufacturers and retailers can quickly, accurately and in great detail see and analyse all the conditions in a specific retail store, from shelf space allocation to a product's location to the impact of competitors' displays,' said Dirk Izzo, Senior VP, Nielsen Business Technology Solutions.

He added that because the system bypasses manual methods of integrating data sources, it allows users to respond to changes in store, and makes it faster for clients to tailor their marketing programmes to market conditions.

The new product will be available through the Nielsen Answers portal, which provides clients with access to reports and business information, along with a range of support services to help them understand its implications. In June the firm announced the launch of its Enterprise Reporting, available through Answers and providing instant access to selected consumer and market information (www.mrweb.com/drno/news6890.htm ).

The group is online at www.nielsen.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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