Pet Supplies Plus Forms Exclusive Analytic Partnership with Nielsen Global Connect
In an effort to gain a greater understanding of “today’s pet consumer,” Pet Supplies Plus has formed a long-term, exclusive agreement with Nielsen Global Connect, a division of Nielsen Holdings in New York. As such, Nielsen will be the exclusive analytic collaborator to access Pet Supplies Plus’s in-store, e-commerce and key account data. Nielsen will gain measurement into more than 460 Pet Supplies Plus stores, “amplifying its industry-leading, total pet retail read for the U.S. market,” officials said.
“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 in Livonia, Mich. “Nielsen Global Connect is the most prominent source of data within the U.S. pet market, and as we grow our presence both in-store 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 U.S. 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.”