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SCHAUMBURG, Ill. -- Murphy Oil USA, Inc., a division of Murphy Oil Corp. operating 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, has partnered with A.C. Nielsen, a VNU business. Under the terms of the 18-month agreement, Murphy's will release Point of Sale (POS) data from all of its 900-plus outlets to ACNielsen.
This partnership marks the first time that Murphy's has released POS data to a partner.
"We are excited about this new partnership as it will offer Murphy's 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.
In exchange, ACNielsen 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 this key retailer in the gas and convenience channel, according to the company.
Murphy's 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.