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PoweRanking Survey: Retailers want to anticipate trends

Retailers want their CPG partners to help them address current and future needs of the changing consumer, according to the 2014 Kantar Retail PoweRanking Survey.

“They’re looking for a lens to the future in terms of meeting the demands of shoppers,” Kantar VP Dianne Graham told SN.

Successful manufacturers will be those companies that are best able to anticipate trends and then act quickly to adapt to changing shopper preferences and behaviors, according to the survey, which benchmarks how U.S. retailers and manufacturers view each other across the most important areas of their commercial relationships.

Planning for the future is necessary due the changing retail landscape, from meeting the needs of Millennials to addressing e-commerce and other forms of competition. “Retailers told us they don’t want trading partners simply to dust off old plans,” said Ginny Valkenburgh, SVP at Kantar. “Rather, it has to be deeper into the data for now and the future.”

Valkenburgh points to the strong PoweRanking of Procter & Gamble, which not only retains its top rank among manufacturer partners, but also has the No. 1 ranking in five out of the eight individual metrics that comprise the total PoweRankings. Meanwhile, manufacturers whose ranking improved include General Mills (to No. 2 from No. 3), PepsiCo (to No. 3 from No. 5) and Coca-Cola (to No. 6 from No. 8).


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“All of those companies were recognized for looking for ways to provide customers with a view of the future,” Valkenburgh said.

On the retail side of business, Walmart once again was ranked No. 1. As for ranking changes, Amazon advanced to the No. 5 spot (from No. 8). Kantar attributes Amazon’s strong performance to its strong digital capabilities, as well as home delivery options and package simplicity.

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