Findings reveal suppliers have ineffective retailer strategies

Findings reveal suppliers have ineffective retailer strategies

Too many product manufacturers don’t have an effective retailer strategy in place and, as a result, are severely minimising their chances of success with major retailers. That’s the message from a UK’s specialists in category development, shopper marketing and customer management.


Bridgethorne, which works with suppliers to find the best way of influencing the shopper and retail agenda to deliver category growth, believes that decisions made at the point of purchase are pivotal to growing categories.

However, not enough suppliers understand and influence either the commercial journey taken by the product or the shopper journey to the point of purchase.

As a result businesses which don’t fully understanding their category, shopper or buyer needs, often have less influence with retailers are therefore less effective in helping their categories grow.

“It is becoming more and more evident that there are a large number of suppliers who may be producing great products but who simply don’t understand retailers and how they work,” explains Bridgethorne Director, John Nevens. 

“From our regular conversations with retailers and their buyers we know that there is frustration among them that, when it comes to trying to get products listed, they often are missing solid category based rationales.

“They are often awash with data but aren’t extracting the best insights from it and, in the current climate, many either don’t have or can’t bring in the kind of expertise that will enable them to create an effective retailer relationship.”

Holly Aston