7-Eleven Expands Nielsen Relationship

Will help retailer, suppliers coordinate merchandising efforts

DALLAS – 7-Eleven Inc. has signed an agreement with The Nielsen Co., enabling Nielsen to serve as a source for convenience store manufacturers seeking market data aligned to 7-Eleven custom geography definitions. Nielsen has boosted its 7-Eleven coverage to include more than 3,100 stores, an increase five times in size.

An expansion of Nielsen and 7-Eleven's longstanding relationship, the agreement allows Nielsen's manufacturing clients to access market-level data as defined by 7-Eleven, providing more clarity and consistent geographic classifications and resulting [image-nocss] in more effective discussions between 7-Eleven and its manufacturing partners.

Nielsen is the first to offer convenience manufacturers the ability to view 7-Eleven's custom geographies in combination with the manufacturers' custom product category definitions. This market-level information can be used in conjunction with 7-Eleven's 7-Exchange program-its proprietary data community allowing access to its daily item-level data-to offer added insights to the 7-Eleven merchandising team.

"Nielsen's insights will help us better satisfy our customers' changing needs," said Jim Hendrickson, manager of consumer research for Dallas-based 7-Eleven. "This new agreement will enable our manufacturing partners to improve their analytic capabilities, as well as their support of 7-Eleven, which will assist us in executing our strategy of providing the right product assortment at each store."

Dan Sacco, senior vice president of customer development for Nielsen in Schaumburg, Ill., said, "Our agreement with 7-Eleven is another great example of how we continue to raise the bar with the most accurate, representative and reliable view of the convenience store channel. We remain steadfast in our strong commitment for superior service to the convenience industry, and to 7-Eleven."

7-Eleven operates, franchises or licenses approximately 7,800 7-Eleven stores in North America. Globally, it operates, franchises or licenses more than 35,600 stores in 17 countries. During 2008, 7-Eleven stores worldwide generated total sales of more than $53.7 billion.

New York City-based Nielsen is a global information and media company with marketing and consumer information, TV and other media measurement, online intelligence, mobile measurement and additional products and services.