EFFICIENT MARKET SERVICE, NIELSEN FORM VENTURE

TAMPA, Fla. -- Nielsen Marketing Research North America and Efficient Market Service have formed a venture to supply retailers with daily, store-specific inventory data.

ient Consumer Response initiative.

The alliance was announced earlier this month at the Food Marketing Institute's Marke-Technics trade show here where more than 3,000 industry executives gathered to see the latest in industry technology.

"This will marry tactical and strategic decisions and activities all the way up through strategic planning," David Flaschen, president and chief operating officer of Nielsen Marketing Research, North America, told SN.

The two companies expect to have the system in more than 2,600 stores in 25 major markets by the end of the year. By 1996, the system should be in place in 5,000 stores in markets across the United States.

Terms of the joint agreement call for Nielsen to invest $50 million in Efficient Market Service over a three-year period. Nielsen will take a minority ownership position in Efficient Market Service.