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Retail Needs Omnishopper Data—Here’s How NPD and Nielsen Will Deliver

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

Measuring what shoppers do in one channel isn’t enough these days, but consumer data tracking powerhouses NPD and Nielsen think they have a solution to providing a holistic view of buying behaviors. Together, the companies are building what they call the omnishopper consumer panel that layers Nielsen’s strengths in tracking movement within consumer packaged goods…

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