Developing Retail Partnerships

For FMCG brands, shelf space is the battleground. And winning it comes down to one thing: trust. Retailers don’t just want more products. They want partners who help grow the category, not just their own brand. The good news? Smaller and challenger brands can earn that trust, even against the biggest competitors. Here are 5 practical steps to start earning retailer trust and winning at the shelf: 🍏 Know Your Shopper Better Than Anyone Retailers want suppliers who can answer: Who’s buying, why, and how often? Use loyalty data, shopper panels, or in-store observations to uncover real insights. Turn these into actionable recommendations – like filling a family meal gap or boosting impulse purchases. Specific, evidence-based insights build confidence. 📈 Show How You’ll Grow The Category It’s not just about your sales. Show how your brand drives incremental growth: attracting new shoppers, increasing basket size, or boosting repeat purchases. Back it with proof – case studies, trials, or comparable market data. Retailers want partners who expand the pie, not just take share. 🤝 Make It Easy To Do Business With You Reliability is table stakes. Flawless logistics, accurate forecasting, and clear communication matter. Add marketing support, promo plans, and shared KPIs. Think of yourself as an extension of their team – the smoother the process, the more they trust you with premium shelf space. 🚀 Bring Meaningful Innovation Innovation isn’t flashy packaging or token launches. Solve real shopper problems and refresh the category: health-conscious options, convenient meal solutions, eco-friendly packaging. When your NPD makes shopping easier or more enjoyable, retailers see real value beyond novelty. 💡 Play The Long Game Consistency builds trust. Deliver quality, insight, and support year after year. Focus on long-term partnerships, not short-term wins. Think regular business reviews, joint marketing, and measured promotions that grow both your brand and the category sustainably. The brands that win retailer trust aren’t the loudest or cheapest. They make the buyer’s job easier, help categories grow, and show up reliably every single time. 👉 Ask yourself: Is your brand truly adding value to your retailer’s category… or just taking up space? 📩 DM me to discuss how you can win at the shelf 🔁 Share if you believe trust is the ultimate currency with retailers. 👥 Tag a brand you think does this well. #FMCG #RetailerTrust #BrandStrategy #ShelfSpace #Innovation #AustralianRetail #CategoryGrowth #MarketingLeadership

Most partnerships aren’t underpriced. They’re under-calculated. I see this problem most weeks: Partnerships get priced on hope. “We’ll get exposure.” “We’ll gain credibility.” “We’ll save costs.” But without math, these are just guesses. And guesses don’t survive boardrooms, pivots, or leadership changes. That’s why every partnership I help close runs through the same discipline: 👉 Two measurable benefits per partner. Four calculations per deal. Why two? Because one benefit is never enough. Priorities shift. Leaders leave. Markets change. If a deal only has a single benefit, momentum collapses the moment that benefit weakens. Two benefits create resilience. One engine fails, the plane still flies. And here’s the kicker: adoption is the true currency of partnerships. Logos don’t pay the bills. Consumption does. Run the four calculations with a consumption lens: → Revenue = sign-ups × activation × retention × spend → Access = market share × active users → Cost savings = efficiencies actually adopted → Risk reduction = failures actually avoided ...and you stop debating opinions and start aligning on facts. The lesson: GTM leaders rarely lose because they overpaid. They lose because value wasn’t calculated in the first place. If you’re a CEO reading this, ask: Are your partnerships as defensible as they could be? That’s what we build inside The Partnership Lab, an operating system to close the right partnerships and repeat it again and again. Curious? Learn more: https://lnkd.in/gksnir6u The next cohort starts 1 October 2025 ------------------------------- 📩 Want insights like this in your inbox? Join my free newsletter: https://philhsc.com ➕ Follow Phil Hayes-St Clair for more like this

The Partnership Death Cycle is what every company should avoid Too many partnerships fail—not because the strategy was flawed—but due to unrealistic expectations from the outset. Here’s how the death cycle unfolds: 1. Unrealistic expectations are set Leadership expects partnerships to deliver immediate results—often demanding ROI in the same timeframe as direct sales. 2. Resources are cut or never fully committed When quick wins don't materialize, the company pulls back on crucial support like dedicated teams, integration resources, or marketing enablement. 3. Partnerships struggle in a compressed timeframe Without sufficient support, partnerships can’t drive the results expected, leading to more pressure and less time to succeed. 4. Blame is placed on the partnership, not the process Ultimately, the partnership is seen as a failure—when in reality, it was never given the right environment to thrive. Here’s how to break the cycle before it starts: 1. Set realistic expectations early Partnerships are long-term investments. Make sure your CEO, board, and cross-functional leaders understand that the ROI from partnerships doesn’t follow a typical sales cycle. Expect a 12-18 month runway to see real, measurable results. 2. Allocate proper resources from day one Partnerships need more than just a team lead—they require full commitment across the organization. This includes dedicated integration support, a trained sales team, and marketing resources to co-create demand. 3. Measure the right KPIs Instead of only tracking short-term revenue, focus on KPIs that reflect the true health of a partnership: joint pipeline creation, partner enablement progress, and the completion of key integrations. These are the milestones that drive long-term value. 4. Understand that partnerships need time to grow Partnerships need time to build trust, integrate offerings, and develop shared go-to-market strategies. It’s not about instant returns—it's about sustained, compounding growth. Break the cycle by committing upfront, supporting your partnerships with the right resources, and playing the long game. That’s how successful ecosystems are built.

Last week, I met a smartphone retailer in Mumbai who runs a 150 sq.ft shop and does 1 cr monthly revenue with just 3 employees! I grew up in a world where we always went to a shop to buy phones and chargers. But, then, one day, everything started moving online. At least a lot of it did. But, a retailer is still relevant. He/she still has customers who wait for a recommendation and trust them more than any YouTube review or e-commerce rating. This got me thinking about the power of retail trust. Despite the e-commerce boom, 60% of smartphones in India are still purchased offline. Why? Because 80% of consumers consider the purchase channel as important as the product itself. The evolution of phone retail in India tells a fascinating story: → 2014: Neighborhood electronics shops dominated sales  → 2018: Online flash sales created the e-commerce boom (~38% share)  → 2021: Pandemic pushed online share above 50%  → 2024: We've found balance - with offline leading again at ~60% What I find most interesting is how brands that initially won online (like Xiaomi India) recognized they needed offline partners to truly scale and build consumer trust. They’ve evolved from an early-day Flash Sale model to scaling a robust method of building consumer true through 45,000 stores, and counting. I loved their recent initiative celebrating these partners. Not enough companies celebrate the backbone of their business. Xiaomi India is now celebrating these retail partners through their "Noteworthy Journeys" series. They documented the stories of key partners who have helped them reach millions of customers across India. The first series that I watched includes retail pioneers like Subhash Chandra L of sangeethamobiles and Mr. Balu Chowdary of Big C Mobiles - Xiaomi India's long-standing partners who've played a crucial role in their offline growth. For any consumer brand, there's a powerful lesson: Your product might be revolutionary, but you're nowhere without trusted channels to reach customers. What's your take? Is the future of retail hybrid? Or will online eventually dominate completely? #noteworthyjourneys #xiaomiindia #redminote14series #partnersinprogress #ad

As I meet more people, especially budding tech founders, a recurring question is about leveraging partnerships as a revenue channel. One key aspect that often stands out in these discussions is identifying the right partner. The right partnership can provide up to 80% leverage in your ROI by aligning perfectly with your goals and capabilities. Consider the example of a health tech startup partnering with a large hospital chain. By integrating their cutting-edge telemedicine platform with the hospital's extensive network, the startup was able to provide virtual health services to a vast number of patients. This partnership enabled the startup to scale rapidly and gain credibility in the healthcare market, while the hospital chain could offer innovative services to their patients without developing the technology in-house. To help identify the right partner, I recommend using a simple framework like the "PARTNER" scoring model: - 'P'urpose Alignment: Do your missions and goals align? - 'A'ccess to Market: Can they help you reach new or larger markets? - 'R'esource Complementarity: Do they offer resources you lack and vice versa? - 'T'rust and Reliability: Can you trust them to deliver consistently? - 'N'etwork Synergy: Do their connections and networks benefit you? - 'E'conomic Benefit: Is the partnership financially advantageous? - 'R'eputation: Does partnering with them enhance your brand image? By scoring potential partners on these criteria, you can identify the one that offers the best strategic fit and highest potential for ROI. #B2BPartnerships #TechFounders #BusinessGrowth #StrategicAlliances image - courtesy to Freepik

**Maximizing B2B Marketing Success: The Power of Including Channel Partners in Your Strategy** In today’s competitive B2B landscape, a robust marketing strategy is essential. However, one critical element often overlooked is the inclusion of channel partners. Integrating these partners into your marketing plan can significantly amplify your reach, enhance brand credibility, and drive sales growth. Here’s why and how you should include channel partners in your B2B marketing strategy: **1. Amplified Reach and Visibility** Channel partners have established networks and customer bases that you can leverage. By collaborating with them, you can extend your brand’s reach far beyond your direct efforts. Co-branded marketing initiatives, joint webinars, and shared content can introduce your products or services to new, highly relevant audiences. **2. Enhanced Credibility and Trust** Trust is a cornerstone of B2B relationships. Channel partners often have long-standing relationships with their clients, who trust their recommendations. **3. Optimized Resource Utilization** Channel partners can provide additional resources for your marketing efforts. They can contribute to content creation, share insights on customer preferences, and participate in events or campaigns. This not only saves time and costs but also enriches your marketing initiatives with diverse perspectives and expertise. **4. Improved Customer Engagement** Channel partners often have deep insights into their customers’ needs and pain points. Collaborating with them allows you to tailor your marketing messages more effectively, ensuring they resonate with the target audience. **5. Increased Sales and Revenue** Ultimately, the goal of any marketing strategy is to drive sales and revenue. Channel partners can play a pivotal role in this by actively promoting your products or services. Their involvement can accelerate the sales cycle and open up new opportunities, leading to increased revenue growth. **How to Effectively Include Channel Partners in Your Marketing Strategy:** - **Develop a Collaborative Plan:** Work closely with your channel partners to create a joint marketing plan. Align your goals, define roles, and set clear expectations to ensure everyone is on the same page. - **Leverage Joint Marketing Initiatives:** Engage in co-marketing activities such as webinars, whitepapers, and case studies. These initiatives can showcase the combined expertise of both parties and provide valuable content to your audience. - **Provide Marketing Support:** Equip your channel partners with the necessary tools and resources. Offer training, marketing collateral, and access to your marketing platforms to enable them to effectively promote your products. - **Measure and Optimize:** Track the performance of your joint marketing efforts. Analyze the results, gather feedback, and make data-driven adjustments to continuously improve the effectiveness of your strategy.

Same brand. 2.5x more stores in China. 1/9th the revenue per location. 🤯 More stores doesn't mean more revenue—especially with the wrong partner. 🍔 Restaurant Brands International's February 2025 buyback of Burger King China operations exposes what global executives learn too late: scale without the right partner is just expensive geographic presence with no operational excellence. 🇨🇳 The Unit Economics Reality Burger King China: ~1,300 stores at ~$400,000 per location annually. 🇫🇷 Burger King France: ~570 stores at $3.8 million per location. >> That's a 9.5x efficiency gap—and it just cost RBI their entire China partnership. 📌 Why Partnership Quality Trumps Brand Strength?  McDonald's China partnership with Citic Capital unlocked a $2.1 billion investment and expansion from 2,600 to a projected 10,000 stores by 2028. Burger King's previous partner TFI delivered store count but couldn't deliver premium locations, localized digital systems, or competitive unit economics. The difference wasn't the brand—it was the partner. 📌 The Real Entry Price for High-Growth Markets RBI's new partner, CPE, is injecting $350 million in upfront capital to fuel growth. This isn't franchise expansion—this is infrastructure partnership at billionaire scale. 📌Lesson for Global Leaders   When 1,300 stores deliver bottom-tier unit economics while competitors achieve 4x growth through superior partnerships, headquarters playbooks fail. 🤝 Success in complex markets is determined by local partnership quality, not brand equity or international strategy frameworks. For executives scaling in unfamiliar markets: would you rather control operations directly or partner with the best local operator, even if it means minority ownership? 💡 _____ #ashleytalks #china #partnerships  ❌ Still viewing China as just another international market for your brand playbook? ✅ DM me for the strategic briefing on why local partnership quality determines success or failure at scale in China.

I've been writing about the importance of digital shelf measurement and the game-changing power of retail media in Joint Business Planning (JBP) for CPGs, and we'll reveal detailed insights in our upcoming Navigator report, especially when it comes to building strong, collaborative partnerships between brands and retailers. This year, our collaboration with Profitero has allowed us to back up these insights with even more robust data; here, I share some additional notes, adding depth to the findings of their latest study. As we look ahead to 2025, it’s clear that now, more than ever, insightful and data-driven JBPs are the secret sauce for sustained growth. 𝗲𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗮𝘁 𝘁𝗵𝗲 𝗛𝗲𝗮𝗿𝘁 𝗼𝗳 𝗝𝗕𝗣𝘀 It’s exciting to see that 83% of brands are making eCommerce a central focus in their JBP discussions this year, up from 74% in 2023. This isn’t just a number – it’s a shift that enables brands to bring valuable insights into online shopper behavior and effective category management right to the table. By setting concrete goals and KPIs for digital growth, we’re making JBPs more impactful and aligned with where consumers are headed. 𝗧𝗵𝗲 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗖𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲 Content strategy is a big one! With 63% of brands calling it their top challenge, we’re seeing content optimization take center stage in JBP conversations. This is about more than just listings; it’s about creating meaningful shopper engagement across digital touchpoints. Yet, only 37% of brands are integrating retail media investments in these discussions. Given retail media’s rapid growth, this is a missed chance to drive stronger, connected strategies across channels. 𝗘𝗺𝗽𝗼𝘄𝗲𝗿𝗶𝗻𝗴 𝗲𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 A big shoutout to those leading the way with eCategory Management! Leaders know that having dedicated roles in eCategory management isn’t just beneficial – it’s essential. Currently, 72% of leaders have these roles, with 40% embedding them into their Centers of Excellence. It’s a strategic approach that’s fostering collaboration and, ultimately, setting brands apart. ++ 𝗞𝗲𝘆 𝗦𝘁𝗮𝘁𝘀 𝗳𝗼𝗿 𝟮𝟬𝟮𝟱 𝗝𝗕𝗣𝘀 ++ 💡83% of brands now prioritize eCommerce in JBPs, a huge leap in digital alignment. 💡63% say content strategy is a major hurdle, underscoring the need for robust digital shelf practices. 💡52% of brands share eCommerce data and insights with retailers, rising to 69% among top performers. 𝗣𝗹𝗲𝗮𝘀𝗲 𝗹𝗲𝘁 𝗺𝗲 𝗸𝗻𝗼𝘄 𝗶𝗻 𝘁𝗵𝗲 𝗰𝗼𝗺𝗺𝗲𝗻𝘁𝘀 how your team is preparing the JBPs and Top-to-Tops with your retailer and marketplace partners this year. You can download the report from the link in the comments. #CPG #ecommerce #benchmarks #retailmedia #digitalshelf

Your partners aren’t driving revenue because they don’t know how. It’s not a motivation problem. It’s an enablement problem. Most partner programs skip the hard part: teaching partners how to sell effectively. The assumption is that once the agreement is signed, partners will know what to do. But they are not inside your business. They don’t know your positioning. They don’t know the sales motion. They don’t know how to communicate your value to the customer. And without that, they are not going to prioritise you. At Hockey Stick Advisory, we work with companies to build structured partner enablement programs that remove the guesswork and equip partners to perform from day one. That includes: Training and certification to embed product knowledge Sales playbooks that clearly articulate value and positioning Performance tracking to measure what is working and what is not The outcome? ✅ More revenue per partner ✅ Stronger engagement and retention ✅ A repeatable system for partner success If you want partners to move the needle, give them a clear path to follow. Partnerships do not scale on goodwill. They scale on enablement. How are you enabling your partners to sell you?

India’s new chapter in global fashion & lifestyle brands, what the latest wave of international entrants tells us: Examples Stella McCartney x Reliance Brands lululemon x Tata CLiQ Abercrombie & Fitch x Myntra Galeries Lafayette x Aditya Birla Fashion Carrefour x Apparel Group Chanel x Nykaa COS OVS Etc 1. Strategic local partnerships are the entry ticket: Global brands prefer franchise/distribution ties with big Indian retailers to navigate real estate, regulation, local operations, consumer reach etc 2. Omnichannel-first launches: Flagship stores plus marketplace tie-ups (Myntra, Nykaa, Tata CLiQ) let brands build prestige while tapping India’s huge digital discovery funnel, a pattern visible with lululemon & Abercrombie’s India playbook 3. Premiumisation + Localisation: Brands are bringing curated global assortments but tweaking market appropriate price positioning and assortment mixes to fit local buying behaviour, given India’s luxury and premium segments are expanding. Also Sustainability and brand purpose matter 4. Fashion & Lifestyle ecosystems over single channel/categories: Retailers/partners want multi-format propositions across offline/online/omni marketplace channels, fashion/beauty/f&b/groceries/home categories and beyond 5. Fast-follower localisation & competition: while global names bring aspiration and halo value, homegrown and regional players will iterate faster on price and local tastes, therefore success needs strong omnichannel logistics, calibrated marketing, rapid localization etc These upcoming brand launches aren’t just new labels, they’re experiments in hybrid retail models (flagship + platform), premiumisation calibrated for scale, partnership-first market entry etc They're tests for brands and partners to win the market by combining nimble supply-chain readiness, localized merchandising and a seamless omnichannel customer journey Which global brand India launch are you most excited about? Your thoughts! Pictures: Brand website, media news