Wakefern Food Corp. is teaming up with consumer intelligence company NielsenIQ to get a deeper understanding of customer needs.

Announced Aug. 19, under the agreement the Keasbey-based supermarket giant will use NIQ’s software and analytics for consumer insights and assortment optimization. According to NIQ, the Activate Platform’s AI-powered tools will help Wakefern’s supermarket banners develop strong data-driven assortment strategies, deliver personalized customer experiences and support business performance management.

Liz Buchanan, president of NIQ North America, said, “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.”

“By integrating Wakefern’s grocery leadership with NIQ’s industry-capabilities, including our Activate Platform, we’re not only meeting the evolving needs of today’s shoppers—we’re also empowering smarter decisions and driving sustainable business growth,” she said.

Wakefern Chief Sales Officer Darren Caudill added, “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.”

As the largest retailer-owned cooperative in the U.S., Wakefern operates over 365 supermarkets across the Northeast. Its banners include:

• ShopRite
• Price Rite Marketplace
• The Fresh Grocer
• Dearborn Market
• Gourmet Garage
• Fairway Market
• Di Bruno Bros
• Morton Williams Supermarket