Nielsen and Rakuten Intelligence offer combined grocery data

Nielsen said the combined solution – showing online and offline market performance and shopper behaviour – would offer a complete picture of the US omnichannel retail landscape for the FMCG industry.

Rakuten Intelligence’s online shopper panel consists of 5.5m people and its methodology captures and catalogues hard-to-measure buyer data collected directly from consumers. It uses item-level purchase details to give in-depth details of market volume and share, emerging trends and changes in buyer behaviour.

Nick Stamos, CEO at Rakuten Intelligence, said: "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."