Australian Drinks Awards
What retailers want from suppliers in 2020 Words John McLoughlin, Managing Director APAC at the Advantage Group
There is no doubt that issues arising from COVID-19 have dominated focus for suppliers this year. However, we will eventually emerge from this situation, and as we do, we will return our attention to the issues that relate to a more normal trading environment. Retailers provided some very clear feedback to the supplier community via the 2020 Drinks Association Advantage Engagement Survey this year on areas of focus beyond collaboration during the pandemic. Rapid changes in shopper transaction, business models, technology and emerging new channels are making the path to high performance less clear. Retailers are looking for trading partners who can help them manage and achieve expectations in their business today, as well as help them get ready for changing requirements tomorrow. Here are some of the most prevalent themes from the feedback as they relate to “managing for today”, and “helping me get ready for tomorrow”.
24 drinks trade
“This supplier proactively seeks to understand how we’re evolving our high-level objectives. They find a way to make it work with their business. It unlocks a lot of opportunity for both parties to have those high level, upfront conversations. Then we get into the detail and develop a strategy to get there.” – Australian liquor retailer
MANAGING FOR TODAY 1. Demonstrate partnership through understanding retailer strategies When retailers describe suppliers as “partners”, they are talking about suppliers who understand their business and who jointly build and deliver plans that demonstrate a willingness and capability to help them achieve outcomes aligned to their unique strategies.
Many liquor retailers have been actively reassessing their strategies over the last 12-18 months. Retailers believe there is an opportunity for many suppliers to improve their understanding of these changes. Suppliers need to stay curious, seeking to understand what their customers are trying to achieve, and using that knowledge as they develop internal plans and engage through joint planning.
