By nature, retailers are black boxes. This is because their greatest asset is their consumer data, but they are often unable or unwilling to share it with brand manufacturers. But whilst the tide is starting to turn as retailers begin unlocking access to anonymised customer data, we are seeing retailers increasingly start to collaborate with brand manufacturers through co-funding, joint ventures (JV) and data monetisation programmes. As a result, these collaborations are helping brands to be more specific and targeted in their activities to grow net-sales-value and share.
Every retailer, however, has a slightly different algorithm, category set-up, taxonomy and...