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Nielsen and MyWebGrocer Develop Shopping Metric
In the US, Nielsen has formed an alliance with grocery media network and software firm MyWebGrocer, to develop what it says is the 'First Comprehensive View of US Online Supermarket Purchases.'
MyWebGrocer works with more than 110 retailers nationally, representing more than 10,000 stores, and 90 major consumer packaged goods brands. Nielsen has acquired a license to its e-commerce sales information, aggregated from 60 US supermarket retailers, in order to provide consumer packaged goods (CPG) companies with a comprehensive view into consumers' online supermarket purchases. The deal also reinforces Nielsen's presence in digital shopping analytics.
The new data, Nielsen Online Basket View will be available from Q3 this year. Nielsen plans to measure approximately 30 percent of all online supermarket sales in the US, and says that 'currently, no aggregate reporting of actual online supermarket sales data is available in the industry.'
John Burbank, President, Strategic Initiatives, Nielsen, said: 'We're making it possible for the first time for CPG companies to understand online shoppers with the same rigor we apply to offline shopping analytics.'
According to Alec Newcomb, Chief Strategy Officer, MyWebGrocer: 'Online and offline, consumer shopping behaviors are converging. At MyWebGrocer, we connect shoppers to retailers and brands, and Nielsen's expertise in what consumers watch and buy makes it a natural organization for us to work with so we can help CPG companies understand their impact in the digital shopping channel.'
Currently, online purchases represent only two percent of total US CPG sales but the market is expected to grow from $12 billion to $25 billion by 2014.
Nielsen and MyWebGrocer research shows that 25% of US CPG purchases are researched first online; that 97% of the time the researched product is the one ultimately purchased; and that online grocery shoppers are spending twice as much with a retailer as an in-store-only shopper.
Web sites: www.mywebgrocer.com and www.nielsen.com .
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