Pandemic-induced digital trading boom attracts Nielsen Brandbank to the Baltics


June 7, 2021| by AmyDunning

Nielsen Brandbank, the world’s largest provider of digital product content solutions, has decided to expand in Europe and is launching operations in the Baltics. The international company is already finalising cooperation agreements with major retailers in the region, which it plans on announcing about at a later stage.

Łukasz Dzikowski, Nielsen Brandbank’s Head of Business Development for Central and Eastern Europe, says the Baltic region stands out for its potential in the wake of the e-commerce boom amidst the COVID-19 pandemic.

‘The Baltic States is one of the most developed e-commerce regions in Europe, so our decision to launch operations here is a natural step. In addition, a large part of our customers export their products to Lithuania, Latvia and Estonia, which also encouraged us to expand our services to this region. The pandemic has undoubtedly became a catalyst for shifting trade to the internet, so the need for data processing and digitisation is high among wholesalers, retailers, and manufacturers,’ Dzikowski explains.

In the Baltic States, Nielsen Brandbank, which works with companies such as Walmart, Tesco, P&G, Unilever, and Mars, will be providing digital product content services to improve the shopper experience, as well as digital shelf measurement and analysis services. The company’s body of clients currently includes 700 retail and wholesale trade companies and 52.8 thousand suppliers in the markets of 39 countries.

According to the Nielsen Brandbank’s representative, similar types of services are provided by local companies in the Baltic States.

‘Currently, we do not have any competitors that would work internationally, have such extensive experience in working with foreign retail giants, and ensure high data quality. As we provide the opportunity to react quickly to changes in the market and respond to consumers’ expectations, we have no doubt about the need for our data development, management, and analysis services in the Baltic States,’ the representative of the digital data processing company assures.

According to the latest Eurostat data published in March of this year, as of 2019, 21 percent of companies engaged in e-commerce in the 27 countries of the European Union (EU). Lithuania had the largest number of such companies in the region that accounted for 28 percent compared to the 17 percent in Estonia and 12 percent in Latvia.

These EU e-commerce figures do not yet reflect the impact of the COVID-19 pandemic, which has forced even unprepared companies to migrate to the cyberspace or to expand significantly within this domain in a relatively short period of time.

According to L. Dzikowski, the fast-moving consumer goods (FMCG) sector feels a great need to transform and become more shopper-friendly in the virtual space in particular.

According to the data of the market research company eMarketer, e-commerce could grow by about 13 percent globally this year.

‘We see that the trade sector around the world is constrained by restrictions of varying severity, so the digitalisation of services remains one of the highest priorities in streamlining our business and reaching our business partners or end users,’ he says.

About Nielsen Brandbank:

Nielsen Brandbank is the world’s leading provider of digital product content solutions, operating in 39 countries and serving more than 700 wholesale and retail companies, as well as 52,000 suppliers. For more information, visit www.brandbank.com.

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