Opinion: Partnerships with start-ups are the future of retail

And we all know that relying on their own R&D is no longer enough. The future of high-street retailers we know and love has never been more uncertain.

It has never been more important for traditional retailers to look outside their organisations and engage with start-ups.

In 2018, 47% of US CEOs are planning on entering into partnerships. And with benefits including product enhancement, operational efficiency, channel growth, not to mention new business models, talent and capability, and medium/long-term relationship development, it’s easy to see why.

“Such partnerships alleviate pressure on traditional companies, as well as ensuring that they keep up with constant technological changes”

Finally, a solution to help traditional retailers buck up their game, right?

On the basic level, yes. It appears that these partnerships are the future. We’re already seeing successes in the market – Sephora’s partnership with Silicon Valley’s Modiface, who have developed a program that uses AR and AI to allow customers to ‘try before they buy’, has resulted in a 6% increase in profit between 2016 and 2017.

And it’s not just in retail where large companies are outsourcing areas of their business to start-ups. Take Airbnb. They have partnered with AirSorted, a company that helps hosts manage their bookings, and also work with Booking.com and Expedia.

Such partnerships alleviate pressure on traditional companies, as well as ensuring that they keep up with constant technological changes.

However, as with anything new, there are a few creases that need ironing out. In our experience the success rate for strategic partnerships is about 50/50. The secret of the successes? Mutual trust, clarity, understanding and preparation.

The power of partnerships

Partnerships are going to define the future, so why not be good at them?

Introducing new ways of working to your team, promoting entrepreneurial mindsets and fostering a culture of innovation means that when a start-up comes onboard, their innovative and agile ways of working won’t feel quite so foreign.

“It is the responsibility of both sides to ensure the partnership is prosperous”

Start with culture fit. For partners to work effectively together, there must be a mutual understanding of one another’s culture. Don’t dismiss the dynamic nature of start-ups – the first hurdle which many large companies fall at when sourcing for start-ups is how to effectively engage and do business with the start-up community.

Make sure there’s clarity and alignment of what is trying to be achieved between all involved. Awareness of all aspects of the partnership, including payments, goals and expectations, allows both partners to be clear on what they are trying to achieve.

And ensure that the right enablers and resources are available and accessible. Why wouldn’t you help another to help you?

Strategic partnerships allow traditional retailers to expand and grow into the ever-changing world. It is the responsibility of both sides to ensure the partnership is prosperous. It makes sense that relationships with partners are conducive to success, rather than failure, doesn’t it?