Dive Brief:

• PDI Technologies, a retail insights and solutions company, has acquired c-store technology company Skupos for an undisclosed amount, according to a Friday press release.
• San Francisco-based Skupos’ technology connects convenience retailers, CPG brands and distributors on one platform. The company focuses on independent retailers, which represent over 60% of c-stores in the U.S., according to NACS. 
• With the acquisition, PDI gets access to Skupos’ CPG brand programs and discounts, as well as information on how various products perform at each retail site.

Dive Insight:

As data becomes more and more vital for decision making and store optimization, Skupos and its access to granular information on over 25,000 independent c-stores can add an extra dimension to PDI’s insights. 

"Skupos has achieved impressive scale in the independent and small-chain channel," said Jamie Hudson, senior vice president and general manager of Offers, Media Network and Insights at PDI, in a statement. 

PDI is already serving more than 200,000 locations, including over 100,000 retailers. It works with many large convenience chains, including Parker’s, Rutter’s, Pilot Co., Jacksons Food Stores and Circle K. This acquisition adds an extra dimension to its data.

"When it comes to the c-store, PDI knows more than anyone else about what was sold, when it was sold and who bought it," said Brandon Logsdon, president, consumer engagement, at PDI, in the announcement. "Expanding our footprint with the acquisition of Skupos strengthens that knowledge and makes it even more appealing for brands and retailers looking to accelerate their profitability and progress."

PDI has been boosting its capabilities through partnerships with other companies in recent months. In April, the company integrated with self-checkout vendor Mashgin, whose machines use computer vision to recognize customers’ items once they are placed onto the kiosk’s tray, and automatically rings them up. In May, the company partnered with Car IQ to let fleet customers process cardless payments through PDI’s mPAY application.

Alpharetta, Georgia-based PDI Technologies works with the convenience retail and petroleum wholesale segments. It offers a variety of technologies and solutions, including loyalty, logistics, cybersecurity and more. The company also owns the Fuel Rewards and Gas Buddy brands, which combine for more than 20 million active users.