NIQ switches on the largest omnishopper panel in Australia

NIQ switches on the largest omnishopper panel in Australia

November 13, 2023
Cindy Panzera

NIQ has launched the largest receipt panel in Australia, providing retailers and brands with a Full View™ of Australian shopper behaviour across key retail channels.

The new omnishopper measurement panel is underpinned by a mobile consumer rewards app that captures 250,000 receipts per month across 69 retail banners spanning grocery, liquor, convenience, pharmacy, general merchandise, home improvement, beauty specialists, pet specialty, fresh specialty, and more.

The panel exceeds 30,000 Australian Households and is set to provide a competitive edge for clients to better understand Omnishoppers who account for 29% of spend in FMCG – equivalent to $22.4 billion.

Megan Treston, NIQ’s Pacific Managing Director said: “NIQ omnishopper data transforms the way retailers and manufacturers measure and understand the most important retail consumer group – the omnishopper.”

"Our omnishopper offering is the one and only solution in the Australian market offering a Full View for consumer behaviour insights in-home, on-the-go, and online,” said Treston. “Manufacturers and retailers can now understand their true omni market share, eliminate blind spots, see how their competition is performing, who their consumer is, where they are, and how they shop across offline and online."

According to NIQ’s omnishopper insights, more than half (56%) of Australian households shop for FMCG both online and offline, moving across retail channels and formats as per need and convenience – see chart below.

“Following and understanding the evolving consumer journey has become more complex and competitively critical,” added Treston. “We are thrilled to now offer our clients a solution that captures these rapidly changing market dynamics and complex consumer behaviours to make informed business decisions that require accurate, quality, and dependable insights,” she added.

By scaling the sample size of the existing Omnishopper panel, NIQ is the first in the industry to unlock unique use cases by providing deep granularity across thousands of retailers not available through small scale panels such as major home improvement stores, pet stores and more.

“This major milestone on NielsenIQ’s omnishopper roadmap will provide Australia’s retailers and manufacturers unmatched accurate, trustworthy, receipt captured data and insights across more retailers than ever. It’s a game changer for optimising product, marketing, price and placement strategies,'' concluded Treston.

The launch of NIQ omnishopper follows the recent announcement of CGA by NIQ's new On Premise Measurement (OPM) solution, allowing suppliers, manufacturers and distributors to track market share, benchmark brands against competitors and identify new opportunities in the on-premise market for the first time.

NIQ is a corporate partner of the Drinks Association

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