NIQ (formerly NielsenIQ) has launched an “industry-first” Omnisales solution in France, Germany, Italy, Spain and Great Britain, providing manufacturers and retailers with full-view coverage of online and in-store sales.
NIQ’s new Omnisales product integrates and harmonises NIQ’s data assets across point-of-sale (POS) retail measurement data and Foxintelligence’s crowdsourced online purchase data, which is based on the biggest e-shopper panel (more than 3 million panellists globally) and more than 250k e-shoppers for each market in Western Europe (France, Great Britain, Germany, Spain and Italy), the largest GDPR compliant panel in Europe. Together, these data sets are claimed to produce the most robust omnisales and total market share numbers in the industry.
Omnisales allows manufacturers and retailers to unlock a complete picture of market size and trends, understand differences between online vs offline, analyse the different online channels and learn the key drivers of category/segment/brand sales trends.
Beate Lohrmann, NIQ’s Product Lead E-Commerce Western Europe, commented: “NIQ is the only one who can offer the full view of online and offline market trends. Omnisales covers more than 800 FMCG e-retailers across the big five Western European markets and provides transparency of selected individual e-merchants. A unique, full view which hasn’t existed so far.
“Our latest omni solutions are built on our expertise of coding sales data – harmonising massive, complex direct retail data from online and offline and millions of e-receipt data, along with leveraging algorithms of machine learning to produce precise and stable data insights. We believe the rigor in the measurement is as vital as the strategic business decisions that the insights inform.”
E-commerce has grown significantly over the past decade – accounting for more than 10% of FMCG sales in France and Great Britain, and in e-commerce savvy categories such as pet food, beauty or baby care, the channel accounts for more than one third of sales. NIQ stated that both manufacturers and retailers need to holistically understand this new and highly fragmented market and shoppers’ increasingly complex path to purchase.
Moreover, today’s consumer expects a seamless shopping experience, which is served up ubiquitously through numerous platforms and channels. For businesses, these expansive series of touchpoints are difficult to measure and harder to understand, but for the success of manufacturers and retailers it’s vital to see a complete view of the marketplace.
Roberto Van Taunay, Commercial Leader of E-commerce Western Europe at NIQ, said: “For our clients, e-commerce is highly important to their company’s future strategy. It is critical to avoid any blind spots and measure the disruptors before they disrupt – this new Omnisales solution allows us to help uncover new trends, from digital native brands, quick commerce, social commerce, direct-to-consumer, marketplaces, category specialists, and many more.
“The biggest and/or fastest growing brands or e-merchants are not always those that we might anticipate from what we know from offline. Therefore, it is essential for clients to have the full view and understanding of consumer needs and interest across online and offline.”
