Nielsen BASES Launches 'Retail Ready' Assessment

Nielsen's innovation division BASES has launched a new service called Retail Ready, to help packaged goods manufacturers of all sizes compete for shelf space for their new products.

The division offers forecasting and prediction for products and services, using a database of success norms based on 200,000 global tests and 2,000 validations. Through Nielsen's acquisition of concept testing and forecasting software specialist Affinnova, BASES services have been enhanced with the addition of collaboration and optimization tools.

The new Retail Ready service provide competitive analytics for new products to demonstrate value to retail buyers, using a predictive choice-based method which mimics the choices consumers make at shelf. Other Nielsen methods and consulting services then provide a recommended 'sell-in' approach.

Jeff Claypoole (pictured), SVP of BASES, comments: 'As categories become increasingly competitive, retailer buyers are forced to make challenging assortment decisions every day. We know that our manufacturer clients struggle to bring retailer buyers the best analytics when selling in new items. With the introduction of Retail Ready, we are able to deliver BASES' industry leading choice-based behavior at a speed that supports the retail sell-in process. Our model is proven to correlate with in-market results'.

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