NEW YORK, May 22, 2019 /PRNewswire/ -- Today, Nielsen
(NYSE: NLSN) BASES announced the launch of Retail Ready, a new
service for packaged goods manufacturers of all sizes, aimed to
help companies win retail distribution for new products.
Distribution is essential for new products. Consumer packaged
goods (CPG) categories are becoming more crowded and retail shelf
space is at an all-time premium. The beer category is a good
example of these competitive dynamics. According to Nielsen IPM
data, between April 2018 and
July 2018 alone, the U.S. beer
category saw more than 1,200 innovations enter the space.
Competition is fierce. Manufacturers don't always have the best
analytics to fight for shelf space for their innovations, and
retailers often wish they were presented with more predictive
analytics during retail sell-in discussions.
Nielsen BASES Retail Ready provides the right competitive
analytics for new products to demonstrate value to retail buyers in
a language that matters to them. Retail Ready uses a predictive
choice-based method, which mimics the choices made at shelf. Then,
Nielsen's objective methods and expert consulting provide a
recommended sell-in approach that will resonate with the retailer.
Nielsen makes it easy because we do all the heavy lifting to
provide rigorous, relevant and reliable inputs to manufacturer's
sell-in stories in just three weeks.
Retail Ready has already seen strong results in beta testing.
According to Laurie McKinley,
Director of Brand Strategy & Business Development, This Little
Goat, a Chicago-based, fast-rising
condiment company, "the data from Nielsen BASES' Retail Ready
solution armed me with a comprehensive story on how the brand could
grow the category by attracting non-buyers and trading up existing
buyers. I received great feedback from the retail buyer and
was able to successfully sell in new items."
"As categories become increasingly competitive, retailer buyers
are forced to make challenging assortment decisions every day,"
said Jeff Claypoole, Senior Vice
President of BASES. "We know that our manufacturer clients struggle
to bring retailer buyers the best analytics when selling in new
items. With the introduction of Retail Ready, we are able to
deliver BASES' industry leading choice-based behavior at a speed
that supports the retail sell-in process. Our model is proven to
correlate with in-market results."
Nielsen BASES Retail Ready is available now in select markets,
globally. For additional information on this new innovation
service please go to innovation.nielsen.com/bases-retail-ready.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and
data analytics company that provides the most complete and trusted
view available of consumers and markets worldwide. Our approach
marries proprietary Nielsen data with other data sources to help
clients around the world understand what's happening now, what's
happening next, and how to best act on this knowledge. For more
than 90 years Nielsen has provided data and analytics based on
scientific rigor and innovation, continually developing new ways to
answer the most important questions facing the media, advertising,
retail and fast-moving consumer goods industries. An S&P 500
company, Nielsen has operations in over 100 countries, covering
more than 90% of the world's population. For more information,
visit www.nielsen.com.
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SOURCE Nielsen