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Technology/Services

GPM Taps SwiftIQ for Analytics

Partnership will provide automated reporting, insights into transactions and more
Photograph: Shutterstock

RICHMOND, Va. — Convenience-store owner GPM Investments LLC is partnering with retail analytics platform SwiftIQ. The partnership will deliver advanced analytics and insights for their transactions, promotional events and loyalty data to GPM's team, supplier partners and distributors, the companies said.

GPM’s more than 1,200 c-stores offer a large selection of beverages, coffee, fountain drinks, candy, salty snacks and many other products to meet the needs of the everyday customer. It also features a variety of proprietary food offerings ranging from fresh chicken and fresh-made salads and sandwiches to healthy, grab-and-go meals.

As part of the agreement, Chicago-based SwiftIQ will provide automated reporting, near real-time promotion intelligence, assortment and bundle recommendations to improve category management, grow store-level profitability and give GPM the ability to maximize collaboration with its manufacturing partners and distributors. In addition, SwiftIQ’s insights will help GPM better understand customers and their shopping behaviors.

“SwiftIQ will help us realize the value of our basket-level transaction and digital data in new and exciting ways to help us execute faster and smarter," said Ruth Ann Lilly, vice president of marketing and merchandising for GPM. “They are a leader in convenience-retail insights, providing us with cutting-edge analytics and artificial intelligence capabilities to help us maximize the value of our data. I was a client at a former retailer and brought them into GPM to help us execute on our growth objectives. We will now be able to not only garner new insights around our business but also allow our vendor partners to leverage their proprietary data to help us execute more efficient promotions, in-store merchandising affinities and more relevant digital experiences.”

“We are excited to partner with GPM and their supplier partners to activate more impactful promotions,” said Jason Lobel, CEO and co-founder of SwiftIQ. “When we first met GPM, they were only a few hundred stores, and they have amassed a sizable network across 22 states in a short period of time. We already have several suppliers lined up to partner with GPM to drive incremental sales and margins.”

GPM is the largest privately owned company in the convenience-store channel of business. Based in Richmond, Va., it operates or supplies fuel to more than 1,400 stores in Arkansas, Connecticut, Delaware, Florida, Illinois, Indiana, Iowa, Kentucky, Louisiana, Maryland, Michigan, Missouri, Nebraska, New Jersey, North Carolina, Ohio, Oklahoma, Pennsylvania, South Carolina, Tennessee, Texas and Virginia. Brands include Fas Mart, Shore Stop, Scotchman, BreadBox, Young's, Li'l Cricket, Next Door Store, Village Pantry, Apple Market, Jiffi Stop, Admiral, Roadrunner Markets, Jiffy Food Marts, E-Z Mart, 1 Stop and TownStar.

This week, GPM signed an agreement with Riiser Fuels LLC, Wausau, Wis., to acquire 63 c-stores with gasoline in Wisconsin.

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