Nielsen Gets French Supermarket Data Deal

Nielsen's FMCG analytics unit Decisions Made Easy (DME) has partnered with France's first online supermarket Telemarket. The retailer's consumer profile data will be used to help suppliers gain an insight into the online supermarket sector.

The agency believes that understanding what is happening at the SKU (stock keeping unit) and individual consumer level enables manufacturers to improve both category management and awareness of online consumer consumption.

'With turnover of EUR 80m from 75,000 registered customers who conduct 9,000 orders per week, Telemarket offers vendors a rich data source to better understand the online supermarket market,' said Odile Nonat, DME Country Manager France/ Southern Europe.

The new offering includes:

• Weekly SKU and consumer Telemarket sales data
• Cipher Web - DME's consumer data analytics tool with dashboards, alerts, pre-built reports and special metrics
• Data management services.

Mike Nickituk, DME Commercial Director Europe concluded: 'The benefits of data analytics have been proven in the retail industry. Now, Telemarket and its suppliers can realise them as they improve efficiency, gain insight and enable fast action by optimising the value of the data.'

Launched in 1987, DME is dedicated to helping FMCG suppliers manage, analyse, present and action their sales and supply chain data. In July, the firm launched an 'out of stock' tool to enable manufacturers to pull data directly from retailers to help them manage in-store product availability (www.mrweb.com/drno/news7040.htm ).

The firm's web site is at www.decisions-made-easy.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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