Leading national convenience store and fuel retailer selects NIQ as its customer insights
and analytics provider
CHICAGO (October 6, 2026) – NielsenIQ (NYSE: NIQ), a global leader in consumer intelligence, today announced a strategic retail collaboration with Maverik — Adventure’s First Stop, the leading convenience store and fuel retailer operating more than 830 locations in 20 states from the Midwest to the West Coast. Maverik has selected NIQ as its customer insights and analytics provider, leveraging NIQ’s consumer intelligence capabilities to create a unified platform for its retailer-supplier network and enhance its existing data tools.
In today’s evolving commerce landscape, retailers need a complete understanding of performance across categories, channels, shoppers, and competitors. Through NIQ’s Activate platform, Maverik and its suppliers’ will gain access to a unified view of business performance that combines Maverik’s first-party data with NIQ’s analytics and consumer intelligence capabilities, creating a common framework that helps retailer and supplier teams align around performance, identify growth opportunities, better understand changing consumer behavior, and support strategic decision-making.
“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 & 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.”
The announcement expands NIQ’s retail collaboration presence within the convenience channel and underscores the increasing value of a shared approach to performance measurement and planning. It also further expands NIQ’s work with Maverik, building on existing solutions and capabilities that already support the retailer’s business.
“At Maverik, we want to help our suppliers better understand our business and the customers we serve,” said Byron Williams, Sr. 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.”
FAQs
What is being announced?
Maverik has selected NIQ as its customer insights and analytics provider. Through NIQ’s Activate platform, Maverik and its supplier community will have access to a unified view of business performance and analytics that combines Maverik’s first-party data with NIQ’s analytics and consumer intelligence capabilities.
How does this impact Maverik suppliers?
Supplier organizations participating in the program will have access to Maverik’s point-of-sale and loyalty insights through NIQ’s Activate platform, helping them better understand performance, identify opportunities, and support strategic business planning.
What is NIQ Activate?
NIQ Activate is NIQ’s retail collaboration platform that brings together retailer and supplier data and insights into a shared environment. Through licensing the platform, Maverik and participating suppliers can access performance analytics, reporting, and consumer intelligence to support category planning and business decision-making.
About NIQ
NielsenIQ (NYSE: NIQ) is a leading consumer intelligence company, delivering the most complete and trusted understanding of consumer buying behavior and revealing new pathways to growth. By combining an unmatched global data footprint and granular consumer and retail measurement with decades of AI modeling expertise, NIQ builds decision systems that help companies turn complex data into confident action.
With operations in more than 90 countries, NIQ covers approximately 82% of the world’s population and more than $7.4 trillion in global consumer spend. Through cloud-based platforms, advanced analytics and AI-driven insights, NIQ delivers The Full View™—helping brands and retailers understand what consumers buy, why they buy it, and what to do next.
For more information, please visit www.niq.com.
Forward-Looking Statements Disclaimer
This press release regarding NIQ’s collaboration with Maverik may contain forward-looking statements regarding anticipated consumer behaviors, market trends, industry developments, and the anticipated benefits, performance, or outcomes of NIQ’s collaboration with Maverik, including statements regarding platform capabilities, growth opportunities, and business impact. These statements reflect current expectations and projections based on available data, historical patterns, and various assumptions. Words such as “expects,” “anticipates,” “projects,” “believes,” “forecasts,” and similar expressions are intended to identify such forward-looking statements. These statements are not guarantees of future outcomes and are subject to inherent uncertainties, including changes in consumer preferences, economic conditions, technological advancements, and competitive dynamics. Actual results may differ materially from those expressed or implied in these statements. While we strive to base our insights on reliable data and sound methodologies, we undertake no obligation to update any forward-looking statements to reflect future events or circumstances, except to the extent required by applicable law.
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