FMI, Nielsen form alliance to uncover comprehensive insights into consumer shopping behaviors
The partnership is designed to help retailers and manufacturers better understand the forces and factors of change driven by digital technologies within the food marketplace.
To help retailers and manufacturers better understand the forces and factors of change driven by digital technologies within the food marketplace, Food Marketing Institute (FMI), Arlington, Va., and The Nielsen Co., New York, formed a strategic analytic alliance to uncover comprehensive insights on the “Digitally Engaged Food Shopper.” Results from this multi-year initiative will focus on current and future digital shopping behaviors, incorporating perspectives from top retailers, consumer packaged goods manufacturers and technology providers, along with extensive consumer research by FMI and Nielsen.
“Fundamentally, we know the impact of digital on grocery shopping is significantly and quickly growing, which is creating a real urgency to explore the emerging technologies shaping the new norm in food and consumer products shopping,” says Mark Baum, FMI chief collaboration officer and senior vice president of industry relations. “We’ll explore with Nielsen how a new generation of technology-enabled digital collaboration, including format, supply chain and information capabilities, will be required for seamless engagement with the grocery customer. Connected commerce will become the norm.”
"The use of mobile and digital technologies are reshaping the food retail landscape and creating the immediate need for retailers and manufacturers to implement ‘connected commerce’ strategies to maintain retail relevance,” says Chris Morley, president of Nielsen U.S. Buy. “This analytic alliance between FMI and Nielsen will aim to better define the digital shopper and uncover deep insights on a topic that is strategically crucial for the industry. Together, the combination of data and analytics across multiple sources will help provide 360 degree clarity on core factors for all FMI members navigating this new, digital retail topography.”
Initial survey findings of the FMI and Nielsen “Digitally Engaged Food Shopper” program will be available in 2017.