Retailers want suppliers to deliver what they promise: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 18, 2020, 12:01 PM UTC

Precima studied how collaboration between retailers and suppliers can be improved.

Though most retailers and suppliers said their collaboration has improved over the past two years, there is still room for improvement. 75% of retailers said it is important to “Deliver what they promise”, but only 62% of them indicated satisfaction with supplier performance.

Similarly, 70% of retailers said suppliers should understand their customers but only 62% of retailers indicated satisfaction in this respect. Retailers were also found to be slightly more satisfied with the supplier partners than the other way around.

This article posits that retailers can provide suppliers with more efficient, role-based access to store-level data and insights to solidify their collaboration and help suppliers understand shoppers better. Suppliers should also communicate their vision clearly and consistently with retailers. Both partners should make commitments based on reliable information and mutual agreement. 

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