Given the pressure of the January Sales period, the support that retailers receive from their regular suppliers can make or break sales levels in what is a small window of opportunity. 

Suppliers need to anticipate potential uplifts in demand

Success can be achieved through the development of an integrated account management team and a detailed understanding of the market in question.

Sarah Windham-Luck, director of retail at Office Depot, says this has become more crucial than ever because of the need to make up for falling year-on-year Christmas sales across many retail sectors.

In order to help retailers generate revenue, it is important for suppliers to properly anticipate potential uplifts in demand by putting solid stock management and market behaviour recognition tools in place.

Adaptability is key, so being culturally aligned with the ebb and flow of a specific retail sector, as well as the individual client, is the only way suppliers can plan for the unexpected.

Windham-Luck says: “There are multiple influences that feed into this level of flexibility. Recognising the knock-on effect on the retailer 

of a range of supply chain breakdowns and having safeguards in place to protect against these may sound straightforward.

“However, to properly implement this on a day-to-day basis requires regular on-site consultation and assessment.

“This approach to client management and client relationships should in fact run throughout the year and be firmly embedded as a matter of course. Retailers need long-term business partners that provide a consistent service.”