US convenience store chain Maverik has chosen NielsenIQ (NIQ) as its customer insights and analytics provider, in what NIQ calls a “strategic” retail collaboration.
Maverik's network comprises over 830 sites in 20 states, stretching from the Midwest to the West Coast.
Under the agreement, the retailer and its suppliers will use NIQ's Activate platform to see business performance in a single location.
The platform pairs Maverik's first-party data with NIQ's analytics and consumer intelligence offering.
According to NIQ, the joint set-up is designed to give retailer and supplier teams shared ground for agreeing on performance, identifying growth opportunities, interpreting changes in consumer behaviour and guiding strategic decisions.
Maverik category and merchandising senior director Byron Williams said: "By selecting NIQ as our customer insights and analytics provider, we are establishing a standardised 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.”
Participating suppliers will be given Maverik's point-of-sale and loyalty insights through Activate.
A licence for the platform provides Maverik and those suppliers with performance analytics, reporting and consumer intelligence to support category planning.
NIQ stated that the announcement broadens its retail collaboration presence in the convenience channel and reflects the increasing value of measuring and planning performance together.
It also expands NIQ's current relationship with Maverik, building on solutions and capabilities that already support the retailer's business.
NIQ US retail & agencies managing director Nicole Collida Davis said: “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 organisations move faster and uncover new opportunities for growth.”
NIQ added that it operates in more than 90 countries.
