NEW YORK — Nielsen announced Feb. 10 it has partnered with Pet Supplies Plus, a growing US pet supply franchise, to drive growth for the retailer through the power of analytics. Through their partnership, Nielsen will have exclusive access to Pet Supplies Plus’s in-store data for more than 500 locations across the US, as well as e-commerce data and “key account data,” effective immediately.
Nielsen Global Connect launched a Total US Pet Retail database in 2019, which accounts for more than 10,000 pet specialty stores combined with data from non-specialty, regional chains, independent retailers, military commissary, grocery and mass channels across the US.
According to Nielsen, its data provides “the industry’s first holistic view of the US pet retail market.” Nielsen Global Connect will now leverage Pet Supplies Plus data to help the franchise fine-tune its growth strategy and better understand its consumers.
"Understanding our consumer is a top priority as we navigate today's quick moving and evolving omnichannel landscape," said Derek Panfil, chief merchandise and marketing officer at Pet Supplies Plus. "Nielsen Global Connect is the most prominent source of data within the US pet market and as we grow our presence both instore and online, we look to Nielsen's strength in omnichannel measurement to inform our daily data-driven decisions."
Raha Alavi, senior vice president of retail services at Nielsen Global Connect, added: "The US pet retail channel continues to thrive and winning pet retailers like Pet Supplies Plus are leaning heavily into data and analytics to stay one step ahead. As we shape a smarter market for the pet industry at large, we are proud to welcome Pet Supplies Plus to the Nielsen Global Connect measurement universe."
In November 2019, Nielsen Global Connect was born out of The Nielsen Group’s decision to separate its market research business into two separate, privately traded companies: Nielsen Global Media and Nielsen Global Connect. The company’s Global Connect arm is focused on providing marketplace data for CPG manufacturers and retailers, while the Global Media segment works with media and advertising client to deliver unbiased data to those industries.
Stay up to date on news about the pet food processing industry on our News page.