Nielsen Enhances, Redesigns C-Store Channel Service

Total stores monitored up 40%, improves promotion information

Published in CSP Daily News

SCHAUMBURG, Ill. -- Nielsen said the redesign of its Convenience Channel Service is complete and available immediately to existing customers and prospects. The enhancements improve frequency, quality and granularity for analytics and insights, it said.

Nielsen invested two years of research, design and technology upgrades in order to offer the most complete view of the convenience store industry available. This view features 19,200 c-stores, three years of back data and a set of causal data to explain the impact of promotions, displays and signage in and around c-stores.

Independent stores represent more than 60% of the total c-store universe and half the retail volume. To improve reporting granularity and frequency, Nielsen provided more than 1,000 independent stores with scanning capability and added 7,500 additional census stores for increased store-level analytics and stability.

"Our new, enhanced Convenience Channel Service provides the most complete view of the convenience marketplace available today. The new service builds on what was already the industry's best representation of important independent stores, all-scan quality and an unparalleled set of expanded causal facts," said John Lewis, president and CEO of consumer North America for Nielsen. "The enhancements will help clients integrate reporting and lay the foundation for advanced analytics."

To unlock the merchandising opportunities available in the convenience marketplace, Nielsen also is introducing an expanded causal fact service. A total of 2,500 causal stores with weekly granularity will provide a new level of insight. This more granular view of display and signage activity by location and type was developed in partnership with key c-store manufacturers and retailers to give marketers valuable insight into how location, signage type and display arrangement impacts sales.

This launch is the latest in a series of Nielsen innovations to improve both coverage and analytics to drive value for manufacturers. Nielsen recently completed a market enhancement update, successfully incorporating Walmart and Sam's Club data--along with other dollar, club and military stores--to give clients the truest view of market share available.

Nielsen Holdings NV is a global information and measurement company with leading market positions in marketing and consumer information, TV and other media measurement,

online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York and Diemen, the Netherlands.