NielsenIQ (NYSE: NIQ) announced a retail collaboration with Maverik, a convenience store and fuel retailer operating more than 830 locations across 20 states, according to a press release from NIQ.

Under the agreement, Maverik has selected NIQ as its customer insights and analytics provider. The collaboration will give Maverik and its suppliers access to NIQ's Activate platform, which combines Maverik's first-party point-of-sale and loyalty data with NIQ's analytics and consumer intelligence tools.

The platform is intended to create a shared framework for Maverik and its supplier network to access performance analytics, category planning data, and consumer behavior insights.

"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."

"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.

The announcement expands an existing relationship between NIQ and Maverik, building on solutions already in use by the retailer. NIQ states it has operations in more than 90 countries and covers approximately 82% of the world's population.