ACNielsen Announces Partnership Agreement with Murphy Oil USA, Inc.

16 August 2006, Schaumburg, IL, ACNielsen U.S., an operating unit of ACNielsen, a VNU business, today announced a new partnership with Murphy Oil USA, Inc., a division of Murphy Oil Corporation, which 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. 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.


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, Senior Vice President, Client Service for ACNielsen.



About ACNielsen

ACNielsen, a VNU business, is the world’s leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen’s market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns.

Contact Information

Danell O’Neill

ACNielsen U.S.

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