September 9th 2008 - Schaumburg, IL,
Nielsen Only Provider to Fully Match Sales Data According to Food Lion’s Product Hierarchy
The Nielsen Company today announced that it has renewed its agreement with Food Lion LLC, which operates more than 1,300 supermarkets in the Southeast and Mid-Atlantic regions. With this agreement Nielsen is the only marketing information provider to fully match Food Lion’s product hierarchy in its competitive market areas, providing food manufacturers and other Food Lion vendors with more clarity and consistent classifications.
Under the long-term agreement, Nielsen will provide Food Lion with tools and services that will enable the company to view its stores holistically and better understand the shopping habits of its customers, including support of Food Lion’s vendor collaboration program. Nielsen provides consumer data for this program, segmented by shoppers’ purchase behavior and green attitudes, which enable Food Lion to provide targeted promotions and messaging based on customers’ product and brand preferences. Nielsen also provides Food Lion with capabilities to analyze consumers’ shopping location preferences based on where they live, and to compare its specific store sales to competing area stores.
“Working with Nielsen helps us better understand our customers’ habits and preferences and maintain our promise of great prices and high-quality products,” said Charlie Davis, vice president, Business Strategy, Food Lion. “By fully matching product categories within our internal reporting system, Nielsen paves the way for more effective discussions with our vendors.”
“We are proud to be the only provider in the industry to fully match Food Lion’s product category hierarchy,” said Dan Sacco, senior vice president, Client Service, The Nielsen Company. “Nielsen is committed to providing Food Lion with the innovation, insights and top-notch service that our clients depend on us for.”