Consumer intelligence company NielsenIQ (NIQ) and Wakefern Food Corp., the largest retailer-owned supermarket cooperative in the United States, announced Aug. 19 that NIQ has been selected to power Wakefern’s collaboration with suppliers.
The deal is intended to elevate loyalty insights and provide real-time data to enable Wakefern’s category managers and their suppliers to make better-informed customer-focused decisions.
Keasbey-based Wakefern will leverage NIQ’s advanced software and analytics to support program operations and processes, enhance supplier engagement, in an effort to deliver greater value to customers.
NIQ’s Activate Platform is a leading customer insights and assortment optimization solution that has helped retailers and brands unlock a deeper understanding of customer needs. With predictive planning capabilities and an overview of the market, the companies believe the platform’s AI-powered tools will help Wakefern’s supermarket banners develop strong data-driven assortment strategies and deliver personalized customer experiences. Additionally, the NIQ solution will support procurement category reviews, assortment optimization, and business performance management.
“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 Food Corp.
“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.
NielsenIQ is a publicly traded consumer intelligence company focused on understanding consumer buying behavior and revealing new pathways to growth.
