7-Eleven and NMI ink deals with Nielsen

US-- Nielsen has signed an expanded agreement with 7-Eleven to provide manufacturers with market data aligned to the convenience store chain's custom geography definitions.

The agreement boosts Nielsen's 7-Eleven coverage to more than 3,100 stores – five times larger than previously.

Jim Hendrickson, the retailer's consumer research manager, said: “This new agreement will enable our manufacturing partners to improve their analytic capabilities, as well as their support of 7-Eleven, which will assist us in executing our strategy of providing the right product assortment at each store.”

Meanwhile, Nielsen has partnered with the Natural Marketing Institute (NMI) to link NMI's Lifestyle of Health and Sustainability (LOHAS) consumer segmentation model with Nielsen's Bases new product sales forecasting tool.

The duo hope to help companies identify opportunities for new brands and existing products, as well as understand which categories and brands are most relevant to the optimal consumer segments and measure the effectiveness of LOHAS-targeted products and promotions.

Rob Mooth, vice president of Nielsen Bases, said: “Sustainability is a macro-trend that we believe will continue to grow, and this new offering will give our clients an important edge in developing winning initiatives in this space.”

Author: James Verrinder