NEWS10 July 2019

Nielsen and Trax boost CPG insight toolkit

Data analytics FMCG News North America Retail Technology

US – Nielsen is expanding its partnership with retail analytics company Trax to launch three new on-shelf insight tools for consumer packaged goods businesses.

Supermarket shelf retail FMCG_crop

The tools will be added to the Trax-Nielsen Shelf Intelligence Suite, a service launched in 2017 that combines Trax’s platform with Nielsen’s product reference data.

Trax’s computer vision platform uses photographs of shelves to offer in-store retail analytics.

The ‘Shelf Plus Lite’ tool makes shelf data more accessible to different users within CPG companies, ‘Shelf Pulse Point’ allows firms to view prior performance by category to plan future strategies, while ‘Trax Retail Snapshot’ uses crowdsourcing to audit shelf and campaign execution.

Brands can now use the expanded toolkit to access both episodic and continuous views of shelf conditions, with the new tools supporting store activations and longer-term shelf and category planning.

Jeanne Danubio, president, Nielsen Connect, North America, said: "Our expanded, tech-forward alliance with Trax gives brands the tools they need to predict shelf influence on the bottom line."

The service is available in the US.