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WAWA, Pa. — Wawa Inc. is the latest convenience store chain to renew and expand its contract with Nielsen for data insights and analytics.
Nielsen will now cover metrics for all Wawa c-stores, expanding its retainer of services and increasing its depth of regional coverage for locations in the Tampa, Fla., Richmond/Fairfax, Va., and Baltimore/Washington D.C. markets.
"Wawa has long been a great community convenience store and our work with Nielsen will allow us to continue to delight our customers, become more local and better understand the communities we serve," said Jason Homola, director of category management for Wawa. "In today's dynamic retail environment, our journey of continuous improvement in conjunction with our suppliers will become more effective with the help of Nielsen's rich analytics and insights."
Nielsen will help Wawa continue to grow its business and strong customer base. Increased engagement with Nielsen's analytic pricing, assortment tools and services around retail execution, will enable teh convenience retailer to gain a deeper understanding of its customer and strengthen engagement with consumer packaged goods manufacturers, consumers and their community, according to the companies.
Additionally, expanded coverage will be opened up to the supplier community for better collaboration and better return on investment.
"We are excited to expand our longstanding relationship with Wawa," said Nielsen's Rob Hill, executive vice president, retail services. "The tides of convenience are changing to accommodate the increasingly time-strapped consumer and the omnichannel shopper. Nielsen's advanced analytics, expanded technology and insights will offer Wawa a comprehensive view of their markets allowing them to stay on top of changing trends in the industry."
RaceTrac Petroleum Inc. also recently announced its contract renewal with Nielsen, as CSNews Online previously reported.
Pennsylvania-based Wawa operates 750 convenience stores in Pennsylvania, New Jersey, Maryland, Delaware, Virginia and Florida.