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SCHAUMBURG, Ill. - ACNielsen U.S., an operating unit of ACNielsen, a VNU business, said yesterday it has reached an agreement with Murphy Oil USA, Inc. whereby Murphy will release point of sale (POS) data from all of its 900-plus outlets to ACNielsen.
Murphy Oil USA, a division of Murphy Oil Corporation, operates 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. Murphy's 18-month agreement with ACNielsen marks the first time that Murphy's has released POS data to a partner.
In turn, 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.
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.
"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, s.v.p., client service for ACNielsen.