In recent times, J.M. Smucker has emphasized the importance of strong relationships with retailers in the food and beverage industry. According to Robert Crane, an executive at the company, collaboration with retailers has become more crucial following disruptions caused by COVID-19, supply chain issues, and inflation. By aligning strategies and utilizing enhanced data and analytics, Smucker and its retail partners are identifying opportunities for product innovation and ensuring that products meet consumer demand.
Crane highlighted the importance of joint business planning, innovation, and data analytics in strengthening the relationship with retailers. The company has also focused on enhancing retail capabilities, ensuring product availability, and identifying growth opportunities at the store level. Examples of successful collaborations include products like Jif Peanut Butter and Chocolate, which have brought new consumers into the category and increased basket size for retailers.
The collaborative nature of the relationship between Smucker and retailers has been driven by a shared focus on consumer needs and category growth. Data and analytics have played a key role in accelerating collaboration and driving growth strategies. The company’s use of data has evolved, allowing for faster insights and innovation launches based on consumer trends and preferences.
Successful products like Cafe Bustelo and Jif Peanut Butter and Chocolate have benefited from the influx of data, with Smucker identifying consumer trends and market opportunities to meet the evolving needs of customers. Overall, the continued collaboration between Smucker and retailers is driven by a commitment to delivering products that resonate with consumers and drive category growth.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
