Wednesday July 27, 2011

Walmart Now Linking to SymphonyIRI

Chicago — Hard on the heels of Walmart Stores, Inc’s deal with The Nielsen Co., the retailer has announced it will be working with SymphonyIRI Group Inc. (SIRI).

SIRI’s Customer Advantage shopper insight planning program will combines Walmart’s consumer data with SIRI’s data that is gathered from consumer household panels that report purchase information.

“This will give Walmart and its suppliers a much richer picture and understanding of who is buying products,” according to John McIndoe, SIRI’s senior vice-president of marketing.

The program will use the researcher’s marketing analytics and technology to develop a web-based information portal that both Walmart category managers and suppliers can collaborate on, building a single set of information to make fact-based decisions about Walmart shoppers, McIndoe explains.