NEW YORK, March 29, 2017 /PRNewswire/ -- Nielsen (NYSE: NLSN) announced today the renewal of contracted services for data insights and analytics for RaceTrac convenience stores. As an analytics provider, Nielsen will expand its services to now measure more than 450 RaceTrac convenience stores, covering market metrics for Georgia, Florida, Louisiana and Texas.
Together, Nielsen and RaceTrac will continue their work to support RaceTrac's mission of "making people's lives simpler and more enjoyable." As RaceTrac expands its food service offerings and further strengthens its roots in the communities it serves, Nielsen's vast suite of products will serve as a strategic cornerstone to help RaceTrac create an even stronger, consistent consumer experience in each store. By enhancing RaceTrac's understanding of their consumers it will enable the retailer to make more informed, data-based business decisions.
"We are eager to broaden our work with Nielsen," said Dayna Reed, Director of Reporting and Insights at RaceTrac. "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."
Through analytics, Nielsen will help RaceTrac continue to deepen its commitment to its Southern-based markets, ramping up measurement services within the South Florida region and upgrading its footprint in additional priority markets. Additionally, increased engagement with Nielsen's assortment and marketing mix tools will arm RaceTrac with the insights needed to continue to be a major force within the convenience store channel in the South.
"We are excited to grow our relationship and expand our work with the RaceTrac team," says Rob Hill, EVP, Retail Services at Nielsen. "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. We understand the importance of the convenience channel and are excited to help RaceTrac grow their business in this increasingly competitive space."
Headquartered in Atlanta, Georgia, third-generation led, family-owned RaceTrac has been serving guests since 1934 and now operates more than 450 convenience store locations in Georgia, Florida, Louisiana and Texas. While operating under its mission of making people's lives simpler and more enjoyable, RaceTrac introduced its new store prototype in 2012, debuting Swirl World frozen desserts, an expanded coffee bar and salads, sandwiches, fruits and bakery items delivered fresh daily. The company has been named a top workplace across the four states in which it operates, as well as recognized on Forbes list of largest private companies (1998 - 2016). Convenience Store News has honored RaceTrac on the Top 100 Convenience Stores list (2003 – 2015) and as Retail Innovator of the Year (2012). In 2014, RaceTrac CEO Allison Moran was recognized by Convenience Store News as a "Woman of the Year" and Convenience Store Decisions named RaceTrac as its "Chain of the Year." For more information, visit RaceTrac on Facebook, Twitter, Instagram, Web and LinkedIn.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen's Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry's only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world's population. For more information, visit www.nielsen.com.
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