Wawa Expands Partnership with Nielsen

The Pennsylvania c-store chain is looking at the resource provider to deliver analytic pricing among other services.

Nielsen and Wawa Inc. announced today an expansion and extension of their long-standing relationship, with the renewal of contracted services for data insights and analytics. Nielsen will now cover metrics for all Wawa stores, which includes more than 730 convenience retail stores in Delaware, Florida, Maryland, New Jersey, Pennsylvania and Virginia, according to a news release.

With this agreement, Nielsen expands its retainer of services and deepens its depth of regional coverage for Wawa stores within the Tampa, Fla., Richmond/Fairfax, Va. and Baltimore/Washington, D.C. markets.

As a preferred provider of analytics, Nielsen will help Wawa continue to grow its business and strong base of loyal consumers. Increased engagement with Nielsen’s analytic pricing, assortment tools and services around retail execution, will enable Wawa to gain a deeper understanding of their customer and strengthen engagement with consumer product goods manufacturers, consumers and their community.

For more than a decade, Nielsen has been a core, strategic resource to Wawa, according to the release. Nielsen’s vast suite of products and services has supported Wawa’s growth to become a leader in the convenience store channel.


Wawa is considered a pioneer in bringing freshly made food to the c-store marketplace. Recognized as one of America’s most beloved convenience stores, Wawa has built strong consumer equity around their fresh food philosophy, which includes built-to-order hoagies, freshly brewed coffee and large fresh food service selection.

“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, Wawa’s director of category management. “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.”


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