CHICAGO — On Nov. 21, NielsenIQ introduced the availability of Omnisales data reporting for users of its Byzzer platform. The new function is specifically designed to offer omnichannel shopping behavior data to small and mid-sized emerging brands.
Omnisales reports included in the Byzzer platform are intended to help rising brands compare their own brand performance with that of competing brands, both in-store, online, and through click-and-collect and third-party delivery purchasing methods. Emerging brands can also use the tool to identify which channels are driving the most sales growth, including total category and sub-brand performance across channels.
“As we approach Small Business Saturday, the inclusion of Omnisales data into the Byzzer platform is another example of how we are helping emerging brands grow their business in an evolving and highly competitive retail landscape,” said Andrew Criezis, senior vice president and general manager of Emerging Brands at NielsenIQ. “We recognize the needs of our small business partners and have developed the tools and reliable reporting they can use to excel not only on Nov. 26, but every day of the year.”
In an effort to “level the playing field” for emerging brands working with limited budgets, NielsenIQ’s Byzzer platform offers these smaller businesses three key reports to drive growth. These include the Omnisales Performance Report, which provides a singular view of sales performance across channels; the Growth Comparison Report, which helps brands understand where sales growth is coming from and which brands are growing the fastest per channel; and the Omni Market Comparison Report, which provides a side-by-side comparison of a product in up to 10 markets to determine how placement and distribution could affect omnichannel performance.
“Consumers today move across channels as part of their buying journey — researching online, ordering for curbside pickup, combining in-store pickup with more in-store browsing, and it varies by product and brand,” Criezis said. “Consumers buy differently by channel and respond differently to pricing, promotions, pack size and other factors. To compete with the largest brands in every category, emerging brands need to understand sales performance across every possible channel.”
NielsenIQ first introduced its Omnisales data solution in 2021. The toolset combines NielsenIQ’s point-of-sale (POS) data with online, pickup and delivery data to offer well-rounded, omnichannel perspectives. The company deduplicates this data and presents it through its proprietary, multi-channel view, resulting in efficient and accurate consumer behavior insights, NielsenIQ stated.
The company’s Byzzer platform was launched in May with the goal of providing actionable insights to small and emerging brands within the pet care, food, beauty, alcoholic beverage and other industries.
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