The Fresh Market Enters Data-Sharing Partnership With NielsenIQ
The Fresh Market is looking to get closer to its consumers, partnering with NielsenIQ to access consumer behavior insights from both in-store and online.
The grocery company will be able to tap into POS data sets and comprehensive product data.
Giorgio Bianchetti, chief merchandising officer of The Fresh Market, said in a statement the effort will help expand the company’s capabilities so it can leverage industry-leading data and insights to better understand consumer behavior and preferences.
The FreshData operates more than 160 locations in 22 states. Data sits at the center of their $2 billion business, which includes a decision-making flywheel and video commerce strategy. Gaining access to deeper consumer insights could help the Fresh Market deepen its ability for omnichannel engagement even amid swiftly changing consumer preferences.
Raha Alavi, SVP of retail at NielsenIQ, also noted the collaboration will help expand its measurement universe to help retailers be part of the dynamic space as channel boundaries continue to blur.
NielsenIQ will be hosting a share group during CGT’s upcoming Consumer Goods Sales & Marketing Summit this September. Kim Cox, managing director NA omni-commerce, will host the highly engaging session during which participants will examine key digital influences that are driving omnichannel sales and demand.
