Cash-back App Partners with Nielsen to Disrupt European Retail Data Market
Cash-back app Shopmium has announced a strategic partnership with global audience measurement leader Nielsen in a bid to improve data-driven marketing within the FMCG sector – post-cookies.
Shopmium’s data combined with the Nielsen Marketing Cloud’s comprehensive consumer data will
enable brands to gain an omnichannel view of consumers across different buying signals and retailers.
Shopmium is the free mobile app with +10 million downloads providing exclusive discounts on FMCG
products that consumers buy in-store or online. Through its logged services Shopmium captures their
own 1st party proprietary & exclusive data based on multi-retailer purchase receipts and delivers a
reliable pool of cookieless seed data.
This data is then modeled out by Nielsen, scaled up, and distributed to platforms for activation.
Nielsen’s advanced data modeling and enrichment methodology, powered by AI, enables real-time
optimization of the audience segments. With this technology, Nielsen is able to create valuable
lookalike segments based on the Shopmium consumer base in order to deliver at scale across the
digital landscape.
“In a world where FMCG brands struggle to collect 1st party data from their consumers, a Shopmium
in-app activation followed by Nielsen data enhancement now provides a solution to re-engage buyers
and their lookalikes outside the app on programmatic channels such as video, social media, display,
native and audio at scale.
“The current retail media market is too siloed and usually very costly which can negatively impact
campaign ROI. Through this collaboration with Nielsen we are looking to bring a more holistic approach
to shoppers activation through reliable and multi-retailer data at a much more reasonable price point,” explains Stuart Sankey, Head of Shopmium UK.
Paul Barnard, Country Lead for Northern Europe at Nielsen Marketing Cloud, adds: “The new opportunities presented to clients are significant. Consumer brand marketers are demanding
seamless digital solutions to deliver results at scale. Together we can meet this need by bringing a
unique combination of insights, activation and measurement that will propel the industry forward.
Marketers, in turn, will be able to access more than 500 FMCG-ready buyer segments with all different
size ranges for use on a variety of platforms in the UK and France.”
Marketers can leverage those new co-branded segments at a category, brand or even retailer level to
plan, activate and analyze their marketing campaigns across media to influence shopping behavior,
build brand loyalty or enhance the shopping experience for consumers.
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