Fred’s, Nielsen expand longtime analytics partnership

NEW YORK and MEMPHIS — Fred’s Pharmacy and Nielsen on Monday announced that they would be expanding their longtime relationship. The new agreement makes Nielsen the exclusive provider of account-level data for Fred’s, covering metrics for all of its 601 stores.

“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,” Fred’s EVP and chief merchandising and marketing manager Mary Lou Gardner said. “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.” 


Nielsen has been an analytical partner to Fred’s for more than 15, and now will offer the chain an expanded market measurement, as well as consumer targeting services and a dedicated Nielsen support team. The companies said it would be a beneficial partnership as Fred’s works to concentrate on health, beauty and personal care-focused services and value-driven stores. 

“We are excited to expand our longstanding relationship with Fred’s,” Nielsen EVP retail services Rob Hill said. “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.”