The Best Way to Get Senior Retail Executives to See What Makes Your Company Different

The Problem
A leading global packaged goods manufacturer wanted to reinforce its credibility with senior management at major retail companies.

The Approach
WSL Strategic Retail interviewed presidents at the retail companies. We found that to peak retailer interest and justify time spent, the retailers required unique learning opportunities and customized high-level strategic development.

WSL Strategic Retail became the catalyst. By presenting targeted How America Shops® research data, we attracted retailers to a series of top-to-top meetings with the manufacturer. In the second year, this led to the development of a landmark study of shopper loyalty, conceived and conducted by WSL Strategic Retail, and in subsequent years, ongoing strategy development with each retailer.

The Result
Senior retail executives came to view the manufacturer as providers of unique, customized learning that translated into retail programs. These programs continue to evolve and drive co-marketing opportunities, sales and profits three years later.