Former Safeway group marketing and trading director Jack Sinclair has told suppliers to develop a better relationship with retailers in order to maximise trade investment.
“Consolidation has led to obvious retailer pressure for better margins but it’s also created an environment where trade investment can be much more effective,” he said. “With fewer buying points, there is an opportunity to work with professional, well-managed and well-invested businesses with huge footfall at their disposal.
“Trade investment can be very powerful if it is spent within a focused, multi-functional relationship with the retailer.”
Sinclair pointed to Müller and Warburtons as companies that had got trade investment right.

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