CHICAGO — NielsenIQ (NIQ) has been chosen by Wakefern Food Corp., the nation’s largest retailer-owned supermarket cooperative, to enhance supplier collaboration and strengthen its customer-first strategy.
Wakefern will implement NIQ’s Activate Platform, which provides customer insights and assortment optimization, to equip category managers and suppliers with real-time data and predictive planning tools. The aim is to develop stronger assortment strategies, enhance supplier engagement, and offer more personalized experiences for shoppers across Wakefern’s supermarket banners.
“NIQ’s advanced measurement capabilities, combined with our cooperative’s nearly eight decades of supermarket expertise, ensures that our teams, Members, and suppliers have the tools and knowledge we need to make fast decisions that deliver even greater value to the customers we serve every day,” said Darren Caudill, Chief Sales Officer of Wakefern.
“Our collaboration with Wakefern underscores NIQ’s unwavering commitment to delivering end-to-end value for our retail clients and bringing manufacturers closer to the consumer,” said Liz Buchanan, President of NIQ North America. “By integrating Wakefern’s grocery leadership with NIQ’s industry-capabilities, including our Activate Platform, we’re not only meeting the evolving needs of today’s shoppers—we’re also empowering smarter decisions and driving sustainable business growth.”
Wakefern operates hundreds of supermarkets under various banners, including ShopRite, Price Rite Marketplace, The Fresh Grocer, Dearborn Market, Gourmet Garage, Fairway Market, and Di Bruno Bros., across nine states.
