Nielsen-225x180Nielsen has announced a strategic alliance with RetailNext, which provides in-store analytics for bricks-and-mortar retailers. Nielsen becomes RetailNext’s preferred channel for its service, which uses cameras and mobile tech to track shopper activities.

This technology will now be combined with Nielsen’s sales performance, promotion, pricing, merchandising and assortment information, helping clients to understand what shopper behavior means for them and gauge the real world impact of changes to their store, aisle and category layout.

Based in San Jose, California, RetailNext completed a $30m round of financing eight months ago and said it would be expanding operations in Europe, Asia Pacific, Latin America and other, emerging markets. The company measures the behavior of more than one billion shoppers per year, collecting data from tens of thousands of sensors in retail stores.