SALT LAKE CITY — Maverik has selected NIQ as its customer insights and analytics provider, giving the convenience retailer and its suppliers a shared platform to analyze sales, loyalty and consumer data.
Maverik, which operates more than 830 convenience stores and fuel locations in 20 states, will use NIQ Activate to integrate its first-party data with NIQ’s analytics and consumer intelligence capabilities.
The platform will provide participating suppliers with access to Maverik’s point-of-sale and loyalty insights, offering a common data set for evaluating performance, understanding shopper behavior, and identifying category growth opportunities.
“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 at 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.”
NIQ said the collaboration reflects a broader push to provide retailers and suppliers with a common view of business and consumer performance.
“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, U.S. retail and agencies at NIQ. “Maverik’s collaboration with NIQ reflects the growing importance of a common source of truth across the retail ecosystem.”
NIQ Activate brings retailer and supplier data into a shared environment for performance analytics, reporting, category planning, and other business decisions.
The agreement expands NIQ’s retail collaboration presence in the convenience channel and builds on existing work between NIQ and Maverik.
Submit Your Press Release
Have news to share? Send us your press releases and announcements.
Send Press Release
