Dive Brief:
- Maverik has named NielsenIQ as its customer insights and analytics provider, the consumer intelligence firm announced earlier this month.
- This expansion of the companies’ existing partnership will leverage NIQ’s Activate platform to combine Maverik’s first-party data and NIQ’s analytics and consumer intelligence, creating a unified view of Maverik’s retailer and supplier network.
- Maverik suppliers who participate will be able to access Maverik’s point-of-sale data and loyalty insights, offering a look at how products are performing in the Utah-based retailer’s more than 830 stores in 20 states.
Dive Insight:
Maverik and its suppliers can use the connected platform to identify growth opportunities, improve category planning and better understand changing consumer behavior, according to the release.
"At Maverik, we want to help our suppliers better understand our business and the customers we serve," said Byron Williams, senior director of category and merchandising for Maverik.
Williams added that the deal will help Maverik’s suppliers "make informed decisions and identify opportunities for mutual growth."
NIQ Activate uses AI, generative AI and predictive analytics to highlight opportunities across multiple parts of retailers’ businesses, according to the company’s website. Potential benefits include increased revenue and supplier investment.
Multiple retailers have been improving their technology to give suppliers more insight, including Circle K and Weigel’s, both of which recently updated their retail media networks.
