How to move from transactional to transformational
by optimizing every level of customer interaction
By Kandi Arrington & Meghan Heltne, Mars UnitedSM Commerce
Despite all the changes that have taken place in the industry over the last decade, a brand’s relationship with its key retailer partners remains one of the most critical aspects of commerce marketing.
And because of all the changes and the complexity it has created, establishing a strong, collaborative retailer relationship has become harder than ever. Yet the dynamics of vendor retailer meetings too often get bogged down in conversations about spending commitments, pricing, standard promotional support — the necessary basics of the brand-retailer partnership that check all the boxes tactically, but don’t move the needle strategically.
Elevating these standard interactions to start building a truly collaborative, business-building partnership has become more important as the landscape for commerce marketing and shopper engagement has expanded — but making that happen is tougher than ever, too.
It is possible, however, to elevate your relationship with key retailer partners from a transactional to a transformational partnership. At Mars United, we’ve developed expertise doing that with our clients, and we start by evaluating an ad hoc spectrum of partnership levels to help them determine where they are and where they want to be with each key retailer.
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