Nielsen and FMI Link to Understand Digital Shoppers

Nielsen and the Food Marketing Institute (FMI) have formed a partnership, to help retailers and manufacturers better understand the change driven by digital technologies within the food marketplace.

The multi-year initiative will look at current and future digital shopping behaviour, incorporating perspectives from top retailers, CPG manufacturers and technology providers, along with consumer research conducted by both organizations. Mark Baum, FMI SVP of Industry Relations, says the program will explore how a new generation of technology-enabled digital collaboration will be required for seamless engagement with the grocery customer. Initial survey findings of the 'Digitally Engaged Food Shopper' program will be available next year.

Chris Morley, President of Nielsen U.S. Buy, adds: 'The use of mobile and digital technologies are reshaping the food retail landscape and creating the immediate need for retailers and manufacturers to implement 'connected commerce' strategies to maintain retail relevance. This analytic alliance between FMI and Nielsen will aim to better define the digital shopper and uncover deep insights on a topic that is strategically crucial for the industry'.

Web sites: www.nielsen.com and www.fmi.org .