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Casey’s to Provide POS Data to IRI in New Partnership

Data firm also expands relationships with Speedway, Circle K and EG Group

ANKENY, Iowa Casey’s General Stores Inc. has agreed to provide its point-of-sale information from more than 2,100 stores to Chicago-based research firm IRI as part of a new collaboration between the two companies. The partnership aims to support account-level insights and research for the convenience-store channel, IRI said.

Casey’s will gain access to IRI’s Liquid Data solutions—a set of end-to-end consumer planning-to-activation programs—which is accessible through IRI’s visualization platform, Unify. The Ankeny, Iowa-based c-store chain will use Unify’s interactive dashboards and data visualization tools to analyze performance and identify business opportunities and issues in real time. In return, IRI will attain account-level data from Casey’s, along with enhanced insights to drive growth in the convenience channel.

“We are excited to begin this new relationship with IRI,” said Michael Richardson, vice president of marketing for Casey’s. “IRI’s powerful platform will be instrumental in helping us strategically deliver growth through enhanced market opportunities and will increase our engagement with our valued consumers.”

Casey’s isn’t the only c-store chain included in the partnership. IRI has expanded its relationships with Speedway, Circle K, EG Group—including its subsidiaries Turkey Hill, Loaf ’N Jug, Kwik Shop, Tom Thumb and Quik Stop—as well as other chains across North America.

“As the convenience-store channel continues to grow and expand its influence on consumers and CPG brands, IRI is proud to be the leading provider of convenience-channel coverage in the industry,” said Brad Shelton, president of collaborative gateway solutions for IRI. “Partnering with the 10 largest convenience chains in the United States allows IRI to help c-store retailers maximize their ROI and provide CPG brands with accurate, real-time and actionable insights driven by the most representative convenience store data available.”

IRI provides “big data,” predictive analytics and insights for consumer packaged goods (CPG) companies, OTC healthcare organizations, retailers and media companies.

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