Retail Surgery: How can I capitalise on exclusive brand partnerships?

In a highly competitive sector, where price is often the dominant factor, exclusive partnerships with brands, media or charities can engage customers in stores. They can also enhance the retailer’s credibility and play a strategic role in boosting its own-brand.

However, the benefits of retailer-brand partnerships are by no means guaranteed – considerable effort and insight are needed to make them work, according to Charlotte Amos, head of retail at marketing agency Haygarth.

First, the two companies should share common commercial goals, values and consumers. This can be mapped quantitatively in terms of brand essence and consumer profiles, but it is also an instinctive call that the brands reflect common values and tone of voice.

“Get this wrong and the partnership will lack credibility and feel overly commercial and contrived to today’s savvy consumer,” warns Amos.

In addition, Amos suggests that the best way of working is to discuss the partnership early in the planning process, so that an idea and campaign can be developed to benefit both parties.

To raise awareness, the partnership should be communicated clearly in store. “Many consumers look for cues from marketing activity in the retail environment, so if you can offer true value and a point of difference in store, you can often instigate purchases,” says Amos. “It’s imperative, though, that each party takes responsibility for communicating the partnership; otherwise you risk consumers only remembering one of the partners.”

Finally, the consumer has to be at the heart of the decision-making process. Amos concludes: “It is easy to think of the mutual brand advantages. Only when it offers true consumer value will a partnership really work.”