From Data-Driven Insights to Impact:
How Brands Can Improve Joint Business Planning with Retailer Partners

A recent survey by the Digital Shelf Institute highlights a critical gap in Joint Business Planning (JBP): both brands and retailer partners feel they lack sufficient data and insights from one another. These gaps span category trends, shopper behaviors, and overarching strategies, making collaboration less effective than it could be.

To bridge these gaps and enable more successful, data-driven JBPs, brands should focus on five key areas:

1. Business Analysis & Consumer Insights
The foundation of a successful JBP lies in robust category performance assessments, market trend analysis, and consumer behavior insights. Brands must:

• Share in-depth shopper insights to inform collaborative strategies.

• Leverage real-time eCommerce analytics to understand shifts in consumer preferences and behaviors, creating a common ground for planning.

2. Growth-Oriented Strategies
Driving mutual growth requires collaborative initiatives that align with consumer needs and market opportunities. To succeed:

• Develop collaborative marketing plans that span both in-store and online channels.

• Innovate in product development, category management, and promotions to resonate with target audiences.

Matthew Graham CMO at Mars’ Food & Nutrition on Balancing Heritage and Innovation   Mars partnered with Tesco in the UK to test a bold, category-redefining idea. Instead of simply negotiating shelf space for a new product, Tesco created an entirely new aisle dedicated to the category, demonstrating the power of aligned data-driven strategies and collaboration.

3. Investment Alignment
Effective JBPs rely on transparent resource allocation and a focus on measurable returns. Brands and retailers should:

• Collaborate on trade spend, advertising budgets, and campaign investments.

• Establish shared ROI benchmarks to ensure joint activities are both accountable and impactful.

4. Performance Tracking
Tracking success in real-time enables agility and continuous improvement. Key actions include:

• Monitoring KPIs such as sales growth, conversion rates, and category performance.

• Sharing post-campaign insights to identify successful tactics and areas for refinement.

5. Continuous Optimization
The market evolves rapidly, and JBPs must keep pace. To ensure ongoing success:

• Use data-driven insights to refine strategies and uncover new growth opportunities.

• Embrace agility to adapt quickly to changing market dynamics and consumer trends.

Luke Kigel of Kimberly-Clark on Consumer-Centricity in the CPG Industry   “I think the future and success for organizations from today and in the next 3 to 5-year horizon, [...] is really about collaboration and the path to who's going to get there fastest in this race of what transformation looks like in the industry. I think decisive decision-making, but also collaboration, openness, and willingness, is a big part of it.”