NIQ today launches an industry-first Omnisales solution in France, Germany, Italy, Spain and Great Britain, providing manufacturers and retailers full view coverage of online and in-store sales. This is an important milestone for NIQ after previous major investments in omnichannel, to which the acquisition of Foxintelligence in December 2021 contributes.
Omnichannel intelligence fuels a Full View understanding
As the leading authority in consumer intelligence, NIQ’s new Omnisales product integrates and harmonizes NIQ’s substantial 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 produce the most robust omni sales and total market share numbers in the industry.
Omnisales allows manufacturers and retailers to unlock a complete and true 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.
“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,” says Beate Lohrmann, Product Lead E-Commerce Western Europe at NIQ.
Lohrmann continues: “Our latest omni solutions are built on our expertise of coding sales data – harmonizing 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.”
A strong consumer shift towards online
E-commerce grew significantly over the past decade – accounting for > 10% of FMCG sales in France and Great Britain, and in e-commerce savvy categories such as pet food, beauty or baby care, ecommerce accounts for more than one third of sales. This means 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.
“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, market places, category specialists, and many more”, says Roberto Van Taunay, Commercial Leader E-commerce Western Europe, NIQ.
“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”, he adds.
Omnisales comes as a major milestone in NIQ’s omnichannel journey, feeding the Full View promise announced by the company on March 1st and completing existing solutions to provide industry-leading view of the total marketplace.
NIQ’s exclusive advanced sales measurement solution reflects the total market/full view in a modern integrated world where consumers are everywhere online and offline. For the very first time, manufacturers and retailers can know the market reality and have the full view of in-store and online sales.
Three main components define the Omnisales solution:
- A comprehensive and trusted full view of the market – NIQ’s solution tracks coverage across key online channels such as quick commerce, direct to consumer, marketplaces, online pure players, as well as the e-commerce offerings of brick and mortar retailers and category specialists. This results in the broadest sales measurement coverage with deduplicated offline and online views.
- One number brought together by data science, operations and technology – NIQ’s proprietary deduplication methodology aligns point of sales and panel data to provide accurate and trusted trending data.
- All in one platform, NIQ Discover. Omnisales data is paired with a powerful user experience through NIQ Discover to drive manufacturers and retailers’ growth. This platform reduces the time and cost spent harmonizing and analysing data, giving more time to optimise business strategy and drive growth. This empowers teams to dive deeper into insights with flexible self-service tools to tell the full story across data.
