ACNielsen to provide end-to-end loyalty solutions
In a bid to help its clients gain new, actionable consumer insights from retailers' shopper information, ACNielsen, has formed a global loyalty marketing business unit that will provide end-to-end loyalty solutions.
Insights provided by the new ACNielsen Loyalty business unit aim to enable retailers and their manufacturer partners to work with the data generated by retailer loyalty programmes to better understand consumers' shopping behaviour and preferences. The data will also help them to develop targeted, loyalty-building marketing and merchandising programmes, and track their impact on shoppers over time.
According to Steven M. Schmidt, president and CEO for ACNielsen, "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."
Manufacturers also benefit ACNielsen Loyalty also aims to give manufacturers new insights into category and brand performance and help them work more closely with retailers on highly targeted category management programmes.
The formation of ACNielsen Loyalty followed an intensive research and development effort. The new unit's capabilities will complement and expand upon the products and services that support loyalty marketing efforts currently offered by ACNielsen and other VNU business units.
Tom Markert, currently senior vice president and chief marketing officer for VNU MI and ACNielsen, has been named as president and CEO for the ACNielsen Loyalty business unit, while Laurence Michael, currently senior vice president of Global Retailer Services Marketing, will serve as managing director.