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Marketing communications specialist Aegis Group plc has continued the expansion of its retail analytics operations with the acquisition of Peter Seagroatt & Associates (PS&A).

The group bought the company, which specialises in analysing point of sale data from petrol forecourt and convenience store outlets for retailers and suppliers, for an undisclosed sum.

Post-completion, PS&A will trade as part of Aegis’ Synovate Aztec subsidiary, taking the number of its retail analytics staff to 300 across ten countries, including Australia and New Zealand.

The deal adds new clients to Synovate Aztec’s business and follows Aegis’ acquisition of retail footfall measurement and analysis company SPSL in December. These deals form part of an acquisition strategy to build Synovate Aztec into a major retail analysis business.

Aegis chief executive Robert Lerwill said retail analytics is a strategic tool for companies looking to understand consumer behaviour. “It is now three years since Synovate first moved into retail analytics with the acquisition of Aztec. Since then we have taken this technology into Thailand, Malaysia, the Philippines, Hong Kong, South Africa, the UK, Belgium and France.

“We have also extended Synovate’s retail expertise into related fields, from customer satisfaction and loyalty to footfall. PS&A is a natural fit with Synovate Aztec and into the growing retail portfolio,” he added.

PS&A was founded in 1994 to provide information for retailers and manufacturers and today has assets worth £3.3 million.

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