PITCH PERFECT: ORCHESTRATING
THE COLLABORATION IMPERATIVE
By Brad Shelton and Susan Viamari
CPG manufacturers and retailers understand the importance of collaboration, but it has historically been difficult to implement a consistent approach. Years of functional and vertical silos, limited views of data and power dynamics have impacted these relationships and their collective growth.
Advances in technology have made it easier to securely integrate data sets from retailers, CPG suppliers and third-parties to create transparent platforms that can identify win/win opportunities and customer-centric strategies. Companies that leverage this technology can access a singular view of market challenges and opportunities, and other information that together allows them to create more positive customer experiences, strengthen customer loyalty and grow customer lifetime value.
This report shares best practices on retailer/supplier collaboration, including how technology is driving this transformation, and features case studies on how brands and retailers are working together to grow their businesses. It also includes information on IRI Retail Collaborative Gateways and how participants in these programs outperform the market by up to four percentage points.
When selecting collaboration partners, retailers and suppliers must ask:
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