NEWS30 March 2017

Nielsen expands convenience store measurement

News North America Retail

US – RaceTrac convenience stores has renewed its contract for data insights and analytics with Nielsen which will also involve Nielsen expanding its services to more stores.

The deal will now involve 450 RaceTrac convenience stores in Georgia, Florida, Louisiana and Texas.

Dayna Reed, director of reporting and insights at RaceTrac, said: "This expanded relationship will provide us better analytics surrounding our share of market, an improved geographical reporting structure and a stronger understanding of the impact of our marketing efforts, all of which will impact our future business strategy."

Rob Hill, executive vice-president, retail services at Nielsen, said: "Retail’s role is shifting to accommodate today’s time-strapped consumers. Now more than ever, consumers are looking to convenience stores to service their increasingly complex lifestyles – within the convenience channels this means offering fresh prepared food and beverage offerings and health conscious choices."