Exclusive agreement with Rakuten expands Nielsen’s omnichannel view.
Nielsen and Rakuten Intelligence (formerly Slice Intelligence) announced that they have entered into an exclusive agreement that combines Nielsen’s online purchase data (ePOS) and rich product reference data with Rakuten Intelligence’s consumer sourced panel.
Released through Nielsen, this combined solution will produce the first complete picture of today’s omnichannel retail landscape for the U.S. fast-moving consumer goods (FMCG) industry, delivering a full view into online and offline market performance and shopper behavior. With this deal, Nielsen now holds the most comprehensive, multi-sourced e-commerce measurement solution for the U.S. market.
Together with Rakuten Intelligence’s best-in-class representative online shopper panel of 5.5 million consumers, Nielsen will gain insight into today’s online shopper and unparalleled visibility into nearly all merchants across all FMCG categories, channels and devices. Rakuten’s proprietary methodology captures and catalogues hard-to-measure buyer data collected directly from consumers.
Using item-level purchase details, Rakuten Intelligence offers an in-depth examination of market volume and share, emerging trends, and changes in buyer behavior; revealing the most complete and timely data, across retailers.
Today, 90% of U.S. FMCG online sales is captured by Nielsen. Nielsen’s multi-sourced approach, enabled through a unifying data model, brings unmatched granularity and stability of data to the e-commerce measurement landscape. Working in tandem with Nielsen’s ePOS data and Rakuten Intelligence’s panel insights, Nielsen’s holistic digital shelf solution, available through Nielsen Connected Partner, Profitero, spans over 450 million products on 8,000 websites in over 50 countries every day, enabling companies to correlate online execution drivers with actual sales performance data captured through e-receipts and ePOS retail cooperation.
“At Rakuten Intelligence, it has always been our vision to provide essential e-commerce data and insights to clients and the greater ecosystem,” said Nick Stamos, CEO of Rakuten Intelligence.” Through our alliance with Nielsen, we are creating a new standard for e-commerce measurement for the FMCG industry. The data and breadth of solutions that Nielsen and Rakuten Intelligence can now provide FMCG clients will finally bring a 360 degree view of today’s consumer and opportunities for growth in today’s ‘brave new world’ of retail.”
“Nielsen has an unwavering commitment to driving growth for our clients, which means finding solutions to capture the fastest growing segments and measuring the places they care about the most,” said John Tavolieri, President, U.S. FMCG and Retail at Nielsen. “As the industry focuses in on the connected consumer, we are proud of the continued expansion of our e-commerce suite of solutions and excited to align with the best of breed e-panel provider in the market, Rakuten Intelligence.
With Rakuten Intelligence, our unrivaled view of the online and offline landscape will bring much needed visibility into the omnichannel landscape,” Tavolieri continued. “Using Nielsen’s federated data model to enable seamless data collaboration, we are bringing to life the most comprehensive, accurate and actionable e-commerce performance measurement and analytics platform in the world.”
According to Nielsen and Rakuten Intelligence:
- Total Omnichannel sales for FMCG products alone have hit $1 trillion.
- Online grocers saw over $21.6 billion in sales over the past three years, reaching 88% higher than 2017 at nearly $11.9 billion.
- While that represents 26% of online FMCG, comparatively, it’s a splash in the pond versus in-store grocery stores which amassed $413 billion this year.
- Consumers are now spending more online than in-store.