Nielsen and Hy-Vee, Inc. announced that Nielsen will be the supermarket chain's preferred measurement provider for retail and consumer information. Hy-Vee has been a longstanding valued partner of Nielsen's, and with this expanded relationship, the two companies look forward to continuing to build upon their joint successes.

With this alliance, Nielsen will be the preferred information and analytics partner for Hy-Vee's entire portfolio of stores across the United States. The expanded retail partnership will be the cornerstone of Hy-Vee's newly developed Business Insights team and will support ongoing business strategies. Establishing Nielsen as the preferred information supplier enables Hy-Vee to take advantage of dynamic data to deliver improved business processes and results for the company and its vendor partners.

Hy-Vee will now have Nielsen tools available to push for more accurate accountability of its marketing dollars in this increasingly digital and personalized marketing world. Nielsen will seamlessly support Hy-Vee's strategy of driving growth through the use of data and analytics. Hy-Vee will utilize Nielsen's Answers on Demand (AOD) platform as its primary solution to more quickly and efficiently deliver performance-based insights in an integrated, single tool. Through this alliance, Nielsen will bring its advances in technology and new measurement methodologies to support Hy-Vee business imperatives, helping deliver on the company's outperformance goals and ensuring the grocer stays at the cutting edge of measuring growth markets and channels.

"We are thrilled that Hy-Vee has chosen Nielsen to supply them with the most comprehensive consumer data available," says Rob Hill, EVP, Retail Services. "Hy-Vee's continued commitment to learning about today's consumer and their purchasing behavior is clearly demonstrated with this Nielsen alliance."

Source: Nielsen