New Study Identifies Untapped Opportunities For Retailer-Manufacturer Collaboration

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Past efforts to identify collaboration opportunities between retailers and manufacturers have focused primarily on the differences that continue to thwart increased collaboration. RSR Research's latest study instead identifies key untapped areas where both retailers and manufacturers see opportunities to collaborate - with space planning, cross-channel, and international retailing emerging as high-potential areas to build collaborative relationships. However, a lack of integration and a dearth of resources dedicated to collaborative processes keep both retailers and manufacturers from reaping the rewards of lasting partnerships.

So many areas seem like conflicting objectives on the surface, but turn out to be merely two sides of the same coin when you look at underlying root causes

RSR's newest research study, "Retail Supply Chain Collaboration: Moving Beyond Coercion," sponsored by Oracle and VICS, finds retailers and manufacturers both highly positive about future opportunities to collaborate, though both groups report that little collaboration happens today.

While past collaborative efforts have focused primarily on reducing inventory and improving service levels at the retail shelf, survey respondents identified three key areas of untapped potential for building collaborative relationships: space planning, cross-channel, and international retailing.

"Issues like private label and shopper data have traditionally been viewed as barriers to collaboration, so it was surprising to see that both the retailers and manufacturers that responded to our survey actually felt these issues increase their willingness to collaborate," said Nikki Baird, managing partner at RSR Research and co-author of the report.

"So many areas seem like conflicting objectives on the surface, but turn out to be merely two sides of the same coin when you look at underlying root causes," added Brian Kilcourse, managing partner at RSR Research and co-author of the report. "The real shame is that both retailers and manufacturers are looking at what their partners should do, rather than focusing on how they can contribute themselves."

RSR's new study, "Retail Supply Chain Collaboration: Moving Beyond Coercion" explores the specific opportunities that retailers and manufacturer alike can take advantage of as they turn to collaboration opportunities to save money and drive sales in a tough economic environment. The report provides a fresh look at technology adoption intent, captured after the October finance market meltdown, along with recommendations for how both retailers and manufacturers can jump-start their collaboration initiatives.

To obtain a complimentary copy of the report, click here or:
http://www.retailsystemsresearch.com/_document/summary/802

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