IRI EXPANDS CONVENIENCE STORE SCANNER SALES COVERAGE

Service Could Help Attract Much-Needed New Business

By Published on .

CINCINNATI (AdAge.com) -- Information Resources Inc. announced yesterday it will expand its coverage of scanner sales from convenience stores in a move it hopes will help it retain and attract business from convenience store marketers in the beverage, snack and tobacco industries.

The service, based on a sample of the estimated 131,000 convenience stores in the U.S., expands to nationwide coverage of chain and independent convenience stores; IRI had been limited to data from a only a few national chains.

Shoring up remaining accounts
Following the announcement

Related Stories:
IRI REVAMPS MANAGEMENT FOR OVERSEAS OPERATIONS
Mark Tims to Head Money-Losing International Unit
P&G MOVES $30 MILLION ACCOUNT TO ACNIELSEN
Scanner Data Business Was With IRI
IRI TO CUT 200 JOBS
Market Researcher Cites Need to Invest in New Services
late last year that Procter & Gamble Co., IRI's biggest account, will switch its scanner data account to rival VNU's ACNielsen, IRI's remaining top clients include such heavy convenience store marketers as PepsiCo and Anheuser-Busch. ACNielsen already offers a sampling-based service covering convenience store scanner data nationally.

IRI's expanded service, which will be reported in the same four-week increments as current IRI data from food, drug and mass outlets, will be included in some current clients' existing contracts, a spokesman said. But it should still represent incremental revenue for IRI, which has seen sales decline in the past year and is bracing for another revenue hit from P&G's departure, set for July.

$112 billion in business
Convenience stores do about $112 billion in business annually in the U.S., excluding gasoline sales, according to the National Association of Convenience Stores -- considerably less than the $250 billion in sales booked last year by Wal-Mart Stores, which stopped providing scanner data to IRI and ACNielsen in 2001.

But convenience store sales are larger than those of drug stores or remaining mass merchandisers covered by the data syndicators and include a larger proportion of sales from IRI and ACNielsen's package-goods client base than Wal-Mart's.

In this article:
Most Popular