RaceTrac Expands Nielsen Analytics Partnership

ATLANTA — RaceTrac Petroleum Inc. has renewed and expanded its contract with Nielsen for its data insights and analytics.

As RaceTrac expands its foodservice offerings and strengthens its roots in the communities it serves, Nielsen’s suite of products will strategically help the convenience store retailer create an even stronger, consistent consumer experience in each store, the companies stated. This will further RaceTrac's understanding of its consumers to make more informed, data-based business decisions.

"We are eager to broaden our work with Nielsen," said Dayna Reed, director of reporting and insights at RaceTrac. "This expanded relationship will provide us better analytics surrounding our share of market, an improved geographical reporting structure and a stronger understanding of the impact of our marketing efforts, all of which will impact our future business strategy."

Through analytics, Nielsen will help RaceTrac continue to deepen its commitment to its Southern-based markets, ramping up measurement services within the South Florida region and upgrading its footprint in additional priority markets.

Additionally, RaceTrac will have access to Nielsen’s assortment and marketing mix tools for insights needed to continue to be a major force within the c-store channel in the South, Nielsen stated.

"We are excited to grow our relationship and expand our work with the RaceTrac team," said Rob Hill, executive vice president, retail services at Nielsen. "Retail's role is shifting to accommodate today's time-strapped consumers. Now more than ever, consumers are looking to convenience stores to service their increasingly complex lifestyles — within the convenience channels this means offering fresh prepared food and beverage offerings and health conscious choices.

"We understand the importance of the convenience channel and are excited to help RaceTrac grow their business in this increasingly competitive space," he added.

Atlanta-based RaceTrac Petroleum operates 450 convenience stores across Georgia, Florida, Louisiana and Texas. The third generation-led, family-owned company has been named a top workplace across the four states in which it operates, as well as recognized on Forbes list of largest private companies.

Convenience Store News has listed RaceTrac on the CSNews Top 100 Convenience Stores list (2003 — 2015) and recognized the company as Retail Innovator of the Year in 2012. In 2014, RaceTrac CEO Allison Moran was recognized by CSNews as a "Woman of the Year" in its annual Top Women in Convenience awards program.

Headquartered in New York, Nielsen Holdings plc is a global performance management company that provides a comprehensive understanding of what consumers watch and buy.