Drug chain expands commitment to analytics

With plans to expand its commitment to the health, beauty and personal care categories, Fred’s Pharmacy is stepping up its analytics strategy.



By leveraging its 15-year partnership with Nielsen, Fred’s will extend the company’s data insights and analytics services across its 601 stores in 15 states across the southeastern U.S., as well as in future stores. Specifically, the chain will be poised to step up market measurements and consumer targeting services.



"By selecting Nielsen as our exclusive partner in managing our shared da-ta and analytical needs, Fred’s will improve its consistency in data output and meet our increasing consumer and volumetric data needs, among oth-er benefits," said Mary Lou Gardner, the chains executive VP, chief mer-chandising and marketing officer.



The retailer will analyze the more than 12,000 frequently purchased items it offers customers. These encompass national brands, the chain’s label products, and value-priced selections.



"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,” Gardner added.