Maverik has announced a new partnership with NielsenIQ (NIQ), naming the company as its customer insights and analytics provider.
Maverik will join NIQ’s Activate Platform, which will enable the retailer to gain access to a unified view of business performance that combines all of Maverik’s first-party data with NIQ’s analytics and consumer intelligence capabilities.
“At Maverik, we want to help our suppliers better understand our business and the customers we serve,” said Byron Williams, senior 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.”
The announcement further expands NIQ’s work with Maverik, building on existing solutions and capabilities that already support the retailer’s business.
“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 and 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.”
Today, Maverik operates more than 800 locations across 20 states. In 2023, the company acquired c-store chain Kum & Go, adding approximately 400 stores to its network.
