Nielsen has entered into a strategic alliance with MyWebGrocer to measure U.S. online supermarket sales. The agreement enables Nielsen to provide consumer packaged goods (CPG) companies with the industry’s first comprehensive view into consumers’ online supermarket purchases and cements Nielsen’s footprint in digital shopping analytics.
Nielsen has acquired a license to MyWebGrocer’s e-commerce sales information aggregated from 60 U.S. supermarket retailers. Planned for CPG manufacturer availability in Q3 2011, Nielsen Online Basket ViewTM will provide regular insights on online supermarket shopping sales, including online shopping basket purchases. Nielsen will provide insights for its retail clients included in the online grocery universe supplied by MyWebGrocer.
Nielsen plans to measure approximately 30 percent of all online supermarket sales in the U.S. Currently, no aggregate reporting of actual online supermarket sales data is available in the industry.
“We’re making it possible, for the first time, for CPG companies to understand online shoppers with the same rigor we apply to offline shopping analytics,” said John Burbank, president, Strategic Initiatives, Nielsen. “We can share our insights into what decisions and purchases shoppers are making online, where and when.”
Although online purchases represent only two percent of total U.S. CPG sales, it is expected to grow from $12 billion to $25 billion by 20141. Nielsen and MyWebGrocer research shows:
- Twenty-five percent of U.S. CPG purchases are researched online, including retailer weekly ads, searching for deals and recommendations from social sites.2
- Ninety-seven percent of the time, the researched product is the product ultimately purchased, whether online or in-store.3
- Online grocery shoppers are spending twice as much on average at a retailer, compared to what an in-store only shopper spends.4
“The rate of change in the digital shopping space is accelerating, and so is the rate of opportunity for creative marketers who embrace the digital revolution,” said John Lewis, president, Consumer North America, Nielsen. “Understanding consumers’ online shopping behaviors and building strategies to reach these shoppers is absolutely essential for CPG marketing success.”
“Online and offline, consumer shopping behaviors are converging,” said Alec Newcomb, chief strategy officer, MyWebGrocer. “At MyWebGrocer, we connect shoppers to retailers and brands, and Nielsen’s expertise in what consumers watch and buy makes it a natural organization for us to work with so we can help CPG companies understand their impact in the digital shopping channel.”