Wakefern Food Corp., the largest retailer-owned supermarket cooperative in the United States, has partnered with consumer intelligence company NIQ to enhance its collaboration with suppliers. The alliance will utilize NIQ’s advanced Activate Platform to provide real-time data and insights, helping Wakefern’s category managers and their suppliers make more informed, customer-centric decisions.
Keasbey-based Wakefern, which operates hundreds of supermarkets under banners like ShopRite, Price Rite Marketplace, and The Fresh Grocer, will leverage NIQ’s software to strengthen program operations, improve supplier engagement, and ultimately deliver greater value to its customers. The Activate Platform, known for its predictive planning capabilities and comprehensive view of the market, uses AI-powered tools to help retailers develop data-driven assortment strategies and offer personalized shopping experiences.
The collaboration is a strategic move to address the evolving needs of today’s shoppers. According to Darren Caudill, Chief Sales Officer of Wakefern Food Corp., the partnership combines NIQ’s advanced measurement capabilities with Wakefern’s “nearly eight decades of supermarket expertise” to empower teams and suppliers with the tools needed for fast, effective decisions.
NIQ’s Activate Platform will support various critical functions for Wakefern, including procurement category reviews, assortment optimization, and business performance management. Liz Buchanan, President of NIQ North America, highlighted that the partnership reinforces NIQ’s commitment to providing end-to-end value for its retail clients and bringing manufacturers closer to consumers.
