Wawa expands deal with Nielsen

US convenience store chain Wawa and insights company Nielsen have extended and expanded their longstanding business relationship, according to a company release.

Aside from providing data insights and analytics, Nielsen will now cover metrics for all Wawa stores, which include more than 730 convenience retail stores in Delaware, Florida, Maryland, New Jersey, Pennsylvania and Virginia.

With Nielsen's analytics, Wawa will have a deeper understanding of its customers and strengthened engagement with its suppliers.

"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 Director of Category Management.

"Nielsen's advanced analytics, expanded technology and insights will offer Wawa a comprehensive view of their markets allowing them to stay on top of changing trends in the industry," said Rob Hill, EVP, Retail Services, Nielsen.