NEW FROM NPD
Global Reach
| Australia | Mexico |
| Austria | Netherlands |
| Belgium | New Zealand |
| Canada | Poland |
| China | Portugal |
| France | Spain |
| Germany | Sweden |
| Italy | Taiwan |
| Japan | United Kingdom |
| Korea | United States |
Insights Mission
HomeINFORMATION & INSIGHTS
Inside the Wal-Mart/NPD Agreement
NPD’s Wal-Mart Global Team Leader, Paul Cantrell, recently shared insight on the important agreement between Wal-Mart and NPD.
NPD Insights: Can you describe the arrangement between NPD and Wal-Mart, and how NPD manufacturer clients may benefit?
Paul Cantrell (PC): The relationship that NPD has formed with Wal-Mart and Sam's Club is built around our consumer panel data and the Wal-Mart and Sam's Club way of looking at the retail universe. This unique alignment allows Wal-Mart, Sam's Club, and the vendors that support them to have a common currency for uncovering business insights and growth opportunities. Essentially, now Wal-Mart and Sam’s Club vendors can see consumers the same way Wal-Mart and Sam’s Club see them.
NPD Insights: This is considered a landmark agreement in market research circles. Why?
PC: The business model at Wal-Mart and Sam's Club is constantly evolving. Central to that model right now is the Wal-Mart and Sam's Club consumer. Our consumer solution offers a unique lens into the Wal-Mart and Sam's Club consumer. Until we began this relationship, that kind of insight was only available at a very high level in the organization. This is driving action and results through the modification of merchandising and marketing plans that, before the agreement, had been based on unknown variables. The development of new functional organizations at Wal-Mart such as Category Management and Consumer Insights is really putting a new spin and perspective on how to most efficiently go to market.
NPD Insights: Can you give us an example of the way Wal-Mart is using the NPD information?
PC: Wal-Mart has been very public in stating the company is no longer marketing to the average Wal-Mart consumer. With key insights into very specific and targeted segments, Wal-Mart is approaching and implementing marketing and merchandising plans very differently. By taking a high-level look at core consumer segments, it quickly becomes apparent that the average plan is no longer the driver which will allow Sam's Club or Wal-Mart to reach its comp store sales targets -- and those are so important to Wall Street and shareholder value.
NPD Insights: Have there been other developments in the NPD/Wal-Mart relationship, since the agreement was announced?
PC: Absolutely. As a matter of fact, earlier this year, NPD was named Syndicated Supplier of the Year in the Insights and Customer Strategy Department by Wal-Mart. The award recognized NPD for data quality, partnership for consumer insights, and business planning. We’ve also opened a new office in Bentonville, Arkansas, Wal-Mart’s home. That way we’re able to work with Wal-Mart even more efficiently to provide day-to-day insights.
Click here for more information about our Consumer Tracking Service for Wal-Mart and Consumer Tracking Service for Sam’s Club.