CHICAGO, Oct 6 — NielsenIQ (NYSE: NIQ), a global leader in consumer intelligence, today announced a strategic retail collaboration with Maverik — Adventure’s First Stop, the leading convenience store and fuel retailer operating more than 830 locations in 20 states from the Midwest to the West Coast. Maverik has selected NIQ as its customer insights and analytics provider, leveraging NIQ’s consumer intelligence capabilities to create a unified platform for its retailer-supplier network and enhance its existing data tools.
In today’s evolving commerce landscape, retailers need a complete understanding of performance across categories, channels, shoppers, and competitors. Through NIQ’s Activate platform, Maverik and its suppliers’ will gain access to a unified view of business performance that combines Maverik’s first-party data with NIQ’s analytics and consumer intelligence capabilities, creating a common framework that helps retailer and supplier teams align around performance, identify growth opportunities, better understand changing consumer behavior, and support strategic decision-making.
“Retailers and suppliers tend to be most successful when they are working from the same understanding of the consumer and the business,” said Nicole Collida Davis, Managing Director, US Retail & Agencies, NIQ. “Maverik’s collaboration with NIQ reflects the growing importance of a common source of truth across the retail ecosystem. By bringing retailer and supplier teams together through a shared consumer intelligence platform, we can help organizations move faster and uncover new opportunities for growth.”
The announcement expands NIQ’s retail collaboration presence within the convenience channel and underscores the increasing value of a shared approach to performance measurement and planning. It also further expands NIQ’s work with Maverik, building on existing solutions and capabilities that already support the retailer’s business.
“At Maverik, we want to help our suppliers better understand our business and the customers we serve,” said Byron Williams, Sr. Director, Category and Merchandising, Maverik. “By selecting NIQ as our customer insights and analytics provider, we are establishing a standardized approach that gives suppliers access to Maverik’s point-of-sale and loyalty insights, helping them make informed decisions and identify opportunities for mutual growth. We look forward to bringing this collaboration with NIQ to our supplier community and creating new opportunities to grow together.”
FAQs
What is being announced?
Maverik has selected NIQ as its customer insights and analytics provider. Through NIQ’s Activate platform, Maverik and its supplier community will have access to a unified view of business performance and analytics that combines Maverik’s first-party data with NIQ’s analytics and consumer intelligence capabilities.
How does this impact Maverik suppliers?
Supplier organizations participating in the program will have access to Maverik’s point-of-sale and loyalty insights through NIQ’s Activate platform, helping them better understand performance, identify opportunities, and support strategic business planning.
What is NIQ Activate?
NIQ Activate is NIQ’s retail collaboration platform that brings together retailer and supplier data and insights into a shared environment. Through licensing the platform, Maverik and participating suppliers can access performance analytics, reporting, and consumer intelligence to support category planning and business decision-making.
