ACNielsen Launches Loyalty Marketing Unit

Article excerpt

In a major step to enable clients to gain innovative, actionable, high-value consumer insights from retailers' shopper information, ACNielsen, a VNU business, today announced it has formed a global loyalty marketing business unit that will provide end-to-end loyalty solutions.

Insights provided by ACNielsen Loyalty will enable retailers and their key manufacturer partners to work with the data generated by retailer loyalty programs to better understand consumers' shopping behavior and preferences, develop targetted, loyalty building marketing and merchandising programs and track their impact on shoppers over time. It will draw upon the broad experience and expertise in consumer research and analysis of ACNielsen and the VNU Marketing Information (MI) group, while adding new capabilities focused on the unique opportunity presented by loyalty information.

"Loyalty marketing is an outstanding opportunity for retailers to keep consumers coming back to their stores, create real affinity for a retailer's banner, and capture the largest possible share of their market while maximizing the return on their marketing investments," said Steven M. Schmidt, President & CEO of VNU Marketing Information (MI) and ACNielsen. "ACNielsen Loyalty will combine our information- and consumer panel-management skills, leading-edge technology and advanced analytical capabilities to help retailers find powerful new consumer insights in their loyalty data and use those insights to accelerate their growth. It also will give manufacturers new insights into category and brand performance and help them work more closely with retailers on highly targetted and effective category management programs."

The formation of ACNielsen Loyalty follows an intensive research and development effort. …