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Walmart, SymphonyIRI to introduce Customer Advantage platform

CHICAGO — Just days after announcing a cooperation agreement with Nielsen, Walmart has entered a new relationship with SymphonyIRI Group, through which the two will develop a solution that supports the retailer's customer-centric initiatives.

Walmart and SymphonyIRI Group said their next-generation, Web-based shopper insights and collaborative planning platform — called Customer Advantage — will deliver unique, custom, Walmart-focused shopper insights, while supporting Walmart's collaborative planning process by providing a dedicated shopper insights portal of user-friendly, customizable reports shared between Walmart and its supplier partners, SymphonyIRI said.

The solution, which contains many custom features, is designed to enable manufacturers to better understand the evolving needs of Walmart's customers and allow the retailer and its supplier partners to share the same custom knowledge.

“The Customer Advantage solution identifies and sizes opportunities among shopper segments, trips and categories that will better enable Walmart and its supplier partners to grow their businesses through a deeper understanding of our customers,” Walmart EVP global customer insights Cindy Davis said.

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