Sephora has entered a multi-year strategic data-sharing partnership with NielsenIQ (NIQ) to deepen its understanding of omnichannel beauty shopper behavior across North America.
The goal is to equip Sephora and its brand partners with actionable insights to create more personalized consumer experiences and improve retail planning and engagement strategies in a fast-moving consumer goods category.
The collaboration will integrate NIQ’s expanded Omnishopper and Digital Purchases capabilities to track in-store and online buying behaviors across mass, drug, specialty, e-commerce and social commerce channels in the U.S. and Canada.
Sephora will also become a Recommended Insights Partner within NIQ’s network, gaining access to the measurement firm’s expansive consumer panel — currently comprising 250,000 panelists — and advanced analytics tools.
“At Sephora, our beauty community is the heart of our business,” Ryan Oto, vice president, business intelligence and analytics at Sephora, said in a media release. “This partnership with NielsenIQ is a strategic leap forward in how we listen to our beauty consumers, elevate insights across every touchpoint and deliver on the future of beauty retail.”
