Gartner Research

Key Considerations for Consumer Products Companies to Grow Revenue and Profit Through Retailer Collaboration

Published: 17 December 2014

ID: G00272354

Analyst(s): Chris Poole


Strategy and customer logistics leaders in consumer products companies are realizing the benefits from improved collaboration with retailers. This research provides practical steps to get started and to realize the benefits from collaboration opportunities.

Table Of Contents
  • Key Challenges



  • Build Internal Capability to Deliver Strong Basic Service to Retailers
    • Get Sales and Supply Chain Strategies Aligned
    • Understand Retailer Requirements
    • Establish Robust Operational Capability
  • Engage With Retailers to Create Value Together
    • Align Base Transactional Data With Retailers
    • Establish Joint Forecasting Processes
    • Agree on the Right "Route to Market"
    • Make SKUs "Fit for Use" to Flow Through the Retailer's Supply Chain
    • Manage Big Commercial Initiatives Jointly
  • Establish Strong Governance and Organization
    • Get the Governance Right
    • Establish a Joint Scorecard
    • Establish a Joint Action Plan
    • Have Regular Reviews
  • Establish a Commercially Aligned, Customer-Facing Organization
    • Multifunctional Customer Teams
    • Develop Commercially Aware Supply Chain Managers
  • Summary

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