EL DORADO, Ark. -- ACNielsen U.S. announced a new partnership with Murphy Oil USA Inc., a division of Murphy Oil Corp., to release point-of-sale (POS) data from all of its 900-plus outlets to ACNielsen.
Murphy Oil, El Dorado, Ark., operates high-volume, low-cost retail gasoline stations, convenience kiosks and stores under the Murphy USA brand across 21 states, primarily in the parking areas of Wal-Mart Supercenters. The 18-month agreement marks the first time that Murphy has released POS data to a partner.
In turn, ACNielsen [image-nocss] will provide Murphy's retail sales data, organized by geographic trading areas defined by the retailer, to Murphy's manufacturer partners, who will use this information to provide better market-by-market support to the retailer in the gas and convenience channel.
Murphy also plans to launch a collaborative vendor partner program, encouraging partners to bring ACNielsen information to the table as part of a category management process.
We are excited about this new partnership as it will offer Murphy a better understanding of the changing marketplace in which they operate while providing ACNielsen the ability to enhance its leadership role with key manufacturers in the convenience store, beverage alcohol and tobacco industries, said Dan Sacco, senior vice president, client service for ACNielsen.
Schaumburg, Ill.-based ACNielsen, a VNU business, is the leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior.
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