Shopper Marketing - May 2017 - 58

FEATURE

Working
WITH RETAILERS
A look at how to strengthen brand-retailer relations,
including where brands succeed and how they fall short

F

By Dawn Klingensmith

or all the power that retailers seem to
hold from a CPG manufacturer's perspective, they are struggling to hold steady
in a highly disruptive marketplace. Arguably, CPG channels are floundering less
than other retailers, but they face formidable
threats ranging from Amazon's omnipresence
to Aldi's price-war ignition. As Bloomberg reported March 30, Amazon's "audacious bid" to
persuade CPG manufacturers to ship directly
to online shoppers and bypass chains altogether may eventually "upend relationships"
between brands and traditional CPG channels.

58

y SHOPPER MARKETING MAY 2017

In the meantime, however, retailers view relations with CPG marketers as "more strategic
and less transactional," says Patrick Fitzmaurice, managing director of professional development at the Path to Purchase Institute.
"They seek a true partnership."
In this article, two retail marketers, speaking
on condition of anonymity, tell us what their
CPG partners could do to strengthen brandretailer relations. Additionally, CPG marketers do some self-reflecting to assess where
brands succeed and fall short, and third-party
experts weigh in with their perspective.



Table of Contents for the Digital Edition of Shopper Marketing - May 2017

Contents
Shopper Marketing - May 2017 - Intro
Shopper Marketing - May 2017 - 1
Shopper Marketing - May 2017 - 2
Shopper Marketing - May 2017 - 3
Shopper Marketing - May 2017 - Contents
Shopper Marketing - May 2017 - 5
Shopper Marketing - May 2017 - 6
Shopper Marketing - May 2017 - 7
Shopper Marketing - May 2017 - 8
Shopper Marketing - May 2017 - 9
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Shopper Marketing - May 2017 - 11
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