Under the agreement, Nielsen will become the exclusive account-level data provider for Fred’s Pharmacy, covering metrics for all 601 Fred’s discount general merchandise stores in 15 states across the southeastern United States, as well as future stores in the health and wellness marketplace.
The new deal includes expanded market measurement and consumer targeting services and provides Fred’s with a dedicated Nielsen support team.
“We are excited to expand our longstanding relationship with fred’s,” Rob Hill, executive vice president of retail services at Nielsen, said in a statement. “We believe that Fred’s Pharmacy holds a unique and powerful position within the drugstore marketplace, one that merges its legacy of value with a growing equity in health-focused retail. Together, we will continue our work to further Fred’s strategy through our industry- leading data and data-driven insights.”
Nielsen has been an analytics partner of Fred’s for over 15 years. More than half of Fred’s stores contain pharmacies, and the retailer has three specialty pharmacy-only locations, as well as 14 franchised Fred’s Pharmacy locations.
“By selecting Nielsen as our exclusive partner in managing our shared data and analytical needs, Fred’s will improve its consistency in data output and meet our increasing consumer and volumetric data needs, among other benefits,” stated Mary Lou Gardner, executive vice president and chief merchandising and marketing officer at Fred’s. “We look forward to working with the Nielsen team as Fred’s Pharmacy continues to implement a number of exciting initiatives to optimize our business.”