Fred’s and Nielsen expand analytical relationship

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NEW YORK — Fred’s Inc. and Nielsen recently announced an expansion of their long-term relationship with the renewal of data insights and analytics services. With this agreement, Nielsen will become the exclusive account-level data provider for Fred’s, covering metrics for all 601 Fred’s stores in 15 states across the southeastern U.S., as well as future stores within the health and wellness marketplace.

Nielsen has been an analytical partner to Fred’s for more than 15 years. As Fred’s continues to evolve its business into the drug store space, concentrating on health, beauty and personal care focused services and value-driven retail stores, Nielsen will maintain its commitment to assist Fred’s in executing according to its growth strategy. The new agreement includes expanded market measurement and consumer targeting services and provides a dedicated Nielsen support team.

“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,” said Mary Lou Gardner, Fred’s executive vice president and chief merchandising and marketing officer. “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.”

“We are excited to expand our long-standing relationship with Fred’s,” said Nielsen executive vice president of retail services Rob Hill. “We believe that Fred’s holds a unique and powerful position within the drug store 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.”


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