Retailers and suppliers are collaborating more than ever before. In a 2020 Coresight Research report, respondents said collaborating improves customer service and operations. It also creates a stronger promotion strategy and more advantageous pricing.

However, retailers and brands also agree they need to partner more to improve the customer experience and grow sales. The report found that of those who said collaboration is challenging, 62% of retailers and 56% of suppliers cited limited data transparency as a key barrier.

Advanced data analytics enables more productive use of data, streamlined promotional processes and stronger content—in a discreet, controlled environment. In this playbook, we highlight three key areas where retailers and suppliers can collaborate more effectively:

• Retailer data in exchange for product promotional support
• Shared technology and platforms for time-consuming tasks such as creative approvals
• Content and commerce integrations for better consumer focus

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