Synovate acquires Retail Specialist SPSL

LONDON — Leading global market research firm Synovate today announced the acquisition of SPSL, Europe’s leading provider of footfall equipment and analysis to major retailers.

Established in 1989 and based in Milton Keynes in the UK, SPSL monitors more than one billion visits to over 4,600 retail premises annually in the UK alone and operates across 15 countries in Europe and North America. Its clients include many of the retail industry’s most successful companies across most sectors.

Synovate’s Global CEO Adrian Chedore said the acquisition of SPSL was another step forward in expanding the company’s offer in this important area.

"Top retailers rely on SPSL’s high-level analytical tools, retailing expertise and technical know-how to help measure, manage and improve their business. Indeed, the SPSL Retail Traffic Index is regarded as the UK national benchmark of retail shopper traffic flow.

“These services nicely complement Synovate Aztec’s retail tracking business, which is the ’trade currency’ in the grocery sector. As Synovate develops future offerings in the retail space, we will look to SPSL to play a thought leadership role in developing those products.”

Commercial Director of SPSL Dominic McGuinness said, “We are enormously excited by the opportunities to become a truly global player that this deal represents. Our customers, staff and suppliers can be reassured that there will be no personnel changes as a result of this move except as and when further expansion dictates.”

SPSL’s Managing and Technical Director Paul Tombs added, “We regard this acquisition as a ringing endorsement of the efforts all of us at SPSL have made to develop the most reliable and accurate technology, coupled with the best anaytical tools. This is a win/win situation for Synovate, for SPSL and for all of our retail customers.”