In a ground-breaking move that will enable it to target its US consumer promotions on a store-by-store store basis, Wal-Mart has recruited ACNielsen as its sole provider of consumer panel services.

The world's largest retailer aims to harness two different Nielsen offerings - its new Spectra BehaviorScape targeting application and the existing Homescan consumer panel service which comprises 125,000 US households. Used in tandem, the systems will allow Wal-Mart to create custom views of its shopper base.

Said Wal-Mart svp marketing Stephen Quinn on Friday: "The partnership we are announcing with ACNielsen today enables Wal-Mart to gain valuable insights into shopping behavior, category dynamics and overall business activity.

"It will enable us to understand our customers better than ever before. And the better we understand our customers, the better equipped we will be to offer them the merchandise they want, when and where they want it."

If successful, the initiative could rollout to those other areas of Planet Earth graced by Wal-Mart's presence.

Data sourced from (UK); additional content by WARC staff