Leading measurement and data analytics company NiesenIQ and JD's online supermarket JD Super and JD Retail Cloud teamed up on Thursday to embark on comprehensive data cooperation, launching a new partnership to help brand owners and retailers in fast-moving consumer goods build effective online operation strategies, sustain high brand performance and make informed decisions.

As global ecommerce has accelerated during the pandemic, China has become a driving force in determining how best to serve customers who are increasingly splitting their consumption across online and offline channels. The new partnership will not only expand existing long-term cooperation between the two companies in covering new categories, but also initiate a series of new product co-creations to address FMCG brand owners' key priorities regarding omni-channel and online consumers.

Omni-channel development has become a new consumption habit and led to a further integration of channels amid the epidemic. Enabled by the data analysis capability of NielsenIQ and the consumption data of JD Super, the two companies will integrate online and offline data, systematically interpret consumption data to identify category preferences among channels and defined location areas and help brand owners implement efficient omni-channel solutions.

In addition, the two companies will develop a "Marketing Decoding" solution utilizing Consumer Behavior Analysis to help brand owners more deeply understand the situation of markets and consumers. They will also engage in User Portrait Analysis, subdividing brand users based on massive consumption data and helping brand owners develop their advantages.

Recognizing shifts occurring in Chinese online shoppers' consumption behavior because of the pandemic, a newly co-created "Online Sales Effectiveness" solution will enable brands to more accurately understand the input and output of sales campaigns in order to optimize for future online investment effectiveness, build shopping-driven models according to consumer segmentation and provide guidance on the timing of consumers' key decision-making points during the purchase cycle. The two companies will also work to optimize e-commerce procedures and systems, driving digitalization and offering valuable data support for FMCG products.

NielsenIQ, JD Super and JD Retail Cloud expect further cooperation, and will remain focused on jointly promoting the transformation and upgrading of the retail industry.

Wang Hao contributed to this story.