NPD Group augments school and office supplies retail market data with Nielsen deal

PORT WASHINGTON, N.Y. — The NPD Group on Thursday signed a market information services agreement with Nielsen for school and office supplies retail market data and analytic services. The agreement combines Nielsen’s market information, including sales data from food and drug channels, with NPD’s existing school and office Supplies business, which covers office superstores, mass merchants, e-commerce and other retailers.

“We are looking to transform how business is done in the industries we serve, and this agreement is a strategic step for us,” said Karyn Schoenbart, president and COO of NPD. “Given new technologies and buying behavior, it has never been more important to understand where your customers are shopping, what they are buying and what they are paying. Whether clients are doing long-term strategic planning or tracking seasonal or promotional sales, our information can provide guidance.”

With the agreement, NPD will add census retail sales tracking for food and drug retailers to its core Retail Tracking Service. The new data will be integrated with NPD’s existing service for a consistent market view covering all major retailers and representing approximately 95% of U.S. retail sales for school and office supplies, supplemented with commercial tracking.

As part of the agreement, NPD announced that Nielsen will serve as its preferred analytics provider for school and office supplies clients.