Nationwide Marketing Group Partners With Nielsen Claritas For Consumer Study

Furniture World Magazine

In an effort to provide important market research data to both retailers and manufacturers in the consumer durables market, Nielsen Claritas, The Nielsen Company’s leading marketing information source, announced that it has partnered with the Nationwide Marketing Group, one of the premiere buying and marketing organizations for the independent retailer within that space, to conduct a sweeping segmentation analysis of more than two million customer records from a select group of Nationwide member dealers. The analysis, which is expected to be completed in September, is being done with the use of the Nielsen Claritas PRIZM® lifestyle segmentation system, which classifies the U.S. population into 66 segments based on various socio-economic data, such as income, age, race, occupation, education and household composition. Additionally, PRIZM includes information about lifestyle attributes that are critical to shaping advertising and marketing strategies, such as where people vacation, what they drive and their favorite brands. Nielsen Claritas Vice President Neil Portnoy, who heads up the consumer durables sales team, said the data provider has been successful over the years in performing PRIZM analyses for top national retail chains to show them who their best customer is, and, through Nationwide, is now committed to leveling the playing field so the independent retailer can effectively compete with those national chains. “Through this partnership we hope to help the independent retailer uncover hidden market potential,” he said, adding that Nationwide will also provide the findings from the analysis to an exclusive group of manufacturers. Adam Thomas, Vice President/Appliances for Nationwide, said the buying group is offering the data to the manufacturers so they can partner better with dealers to drive more valuable store traffic and grow sales. “By aligning manufacturers and dealers, and leveraging the intelligence gleaned from this study, the focus is on targeting the right customers, with the right message using the right media and measuring results efficiently,” he said. “I applaud Nationwide for taking a look at the market in a new and exciting way and helping both their members and strategic manufacturers to define both the market potential and their customers in order to increase foot traffic in member stores,” Portnoy said. About Nationwide Marketing Group: For more than 30 years, Nationwide Marketing Group has helped thousands of independent appliance, electronics and furniture dealers not only compete but win in today’s competitive marketplace. With over 2,800 members operating some 8,000 store fronts with over $11 billion in combined annual sales, Nationwide is America’s foremost buying and marketing organization. About The Nielsen Company: The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. Nielsen Claritas is the pre-eminent source of marketing information about people, households and businesses within any geographic area in the United States. For more information please visit: www.nielsen.com or www.claritas.com.