Walmart Taps Nielsen Brandbank for Connected Content Partner Program

Walmart has selected digital product content provider Nielsen Brandbank to join its new Connected Content Partner Program, an extension of its Content Service Provider Program designed to help suppliers scale content to Walmart's catalog and other retailers, the company said in a LinkedIn post.

Through Walmart’s Connected Content Partner Program, which is slated to go live in January 2019, Nielsen Brandbank will be an official enrichment provider for Walmart, responsible for creating and managing content for the retailer’s grocery categories as well as investing in on-site presence. In this role, the company will also gain access to Walmart’s processes and content ecosystem to assist with content strategy and quality control.

“We are proud to be a digital content partner for Walmart and are thrilled to be amongst the curated community of content experts within the Connected Content Partner Program,” Raymond D’Aprile, commercial director of North America for Nielsen Brandbank, said in a statement. “Nielsen Brandbank is well-positioned to help Walmart’s FMCG (fast-moving consumer goods) suppliers navigate the changing landscape of online and mobile shopping.”

With a mission to further strengthen the retailer’s online presence by improving content quality assurance, enhancing the customer experience, driving cost efficiencies and upgrading the overall online effectiveness across its omnichannel platforms, Walmart’s Connected Content Partner Program was designed to unify retailers, suppliers and content. According to the retailer, it will rely on four principles: the program must be simple and clear; present a value proposition and deliver on it; include trusted partners of Walmart; and drive measurable results.

“As Walmart makes its transition from a brick-and-mortar retailer to a true omnichannel commerce destination, our dedicated team of data specialists, product photographers and quality assurance managers will produce quality digital content to accurately represent grocery products and brands in an engaging, consistent manner that aligns with Walmart’s content strategy,” D’Aprile said.