American variety store chain Dollar General has expanded its strategic partnership with UK-based data analytics company Nielsen.

Under the partnership, Nielsen will further enhance its insights application to support Dollar General’s strategic initiatives and in-market activation.

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By expanding its service offerings to Dollar General, Nielsen aims to strengthen its position as the analytic authority for dollar channel retail outlets.

“Our work with Nielsen has allowed us to stay laser-focused on our business goals, turn information into action and fuel our success in today’s complex retail environment.”

Dollar General chief merchandising officer Jason Reiser said: “We highly value our relationship with Nielsen and the work we do together to help Dollar General customers save time and money, every day.

“Through data-driven decisions, our work with Nielsen has allowed us to stay laser-focused on our business goals, turn information into action and fuel our success in today’s complex retail environment.”

Nielsen will continue as the sole measurement provider of Dollar General’s account-level sales, trading areas and custom product hierarchy.

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Nielsen currently covers metrics for 90% of the dollar channel market in the US.

Nielsen lead markets retail executive vice-president Jeanne Danubio said: “We are proud of our longstanding partnership and look forward to expanding our relationship to support Dollar General’s continued growth and evolution.”

For more than a decade, Nielsen has been supporting Dollar General’s strategic merchandising and marketing initiatives.