Omnishopper, which is available in the US, is a panel-based analysis platform to examine consumers’ online and offline shopping behaviours, focusing on consumer-packaged goods, retail and manufacturers.

The platform will examine consumer behaviour and attitudes, consumption, sales and share trend tracking data. Omnishopping involves a multi-channel approach to customer experience, incorporating online and in-store consumers.

Nielsen’s sale of NielsenIQ to affiliates of Advent International in partnership with James Peck, former chief executive of TransUnion, was completed last month.

Liz Buchanan, head of consumer intelligence, North America, at Nielsen, said: “The future of shopping is omni and today’s consumers should be seen as either a current or prospective omnishopper.

“Brands must now know exactly who their customers are and fully understand their behaviours to predict what they will need in the future.”