Someone’s Missing in Retailer-CPG Negotiations
Many specific strategies to move beyond the retailer and CPG daily fire dousing were discussed in a lively back-and-forth between the panelists and the assembled League of Leaders executives. One executive observed that retailers have significant problems with store operations which is something that CPGs could participate in solving. “I think it would be a very big win if you would come to them with their interest at heart, and maybe they can reply with some help on the information side.”
Customer Wiring and Collaborative Business Planning Processes
“If you don’t have a strong customer wiring program that starts at the very bottom and goes to the very top depth and breadth across your organization, you will be lost,” Jones responded. “Make sure you are wired heavily and deeply across your organizations or your key customers that you really want to engage in, make sure that you are meeting with them frequently and deeply, and make sure that that calendarization is set and locked and loaded. Customer wiring can really help drive some new innovative patterns for you to help with collaborative business planning processes.”
Other than specific strategies, simply shifting some focus to the consumer is one path to more effective and mutually beneficial retailer-CPG collaboration. “How important is it to elevate these relationships?” rhetorically asked Fitzmaurice. “More importantly, what should it look like and then what best practices may need to happen for us to be able to start shifting the paradigm a little bit? Let’s chip away at where we need to shift time spent [to move] the needle for the collaborative partnerships to get growth.”