Pet Supplies Plus inks analytics deal with Nielsen

Pet retailer Pet Supplies Plus and Nielsen Global Connect have struck a long-term analytics partnership. The relationship will see Nielsen acting as the exclusive analytic collaborator for access to the Livonia, Mich.-based retailer’s in-store, e-commerce and key account data. 

"Understanding our consumer is a top priority as we navigate today's quick moving and evolving omnichannel landscape," said Derek Panfil, chief merchandise and marketing officer at Pet Supplies Plus. “Nielsen Global Connect is the most prominent source of data within the U.S. pet market and as we grow our presence both in-store and online, we look to Nielsen's strength in omnichannel measurement to inform our daily data-driven decisions."

Pet Supplies Plus said the partnership would enable it to gain a better understanding of the pet consumer landscape to drive growth and its franchisee’s success. The move will surely impact how they treat their successful store brand portfolio including Redford Naturals dog food. 

The retailer also carries private label products in categories such as rawhide chews, bird food, aquarium decorations and more.

"The U.S. pet retail channel continues to thrive and winning pet retailers like Pet Supplies Plus are leaning heavily into data and analytics to stay one step ahead," said Raha Alavi, Senior Vice President of Retail Services at Nielsen Global Connect. "As we shape a smarter market for the pet industry at large, we are proud to welcome Pet Supplies Plus to the Nielsen Global Connect measurement universe."

Pet Supplies Plus is the latest addition to Nielsen’s Total U.S. Pet Retail overview. It offers a look at more than 10,000 pet specialty stores, as well as a combined and inclusive view of pet specialty, non-specialty, regional chains, independent stores, military commissary, grocery and mass-market stores in the United States.