Stuart Gates, Seasoned Grocer: “The retailer-supplier relationship”

A successful relationship between suppliers, buyers and shop managers is, in my opinion, simply about understanding and anticipating each other’s needs and acting accordingly. During my retail life there have been some buyers I know, and have worked with, that have enjoyed the “power” a buyer has over selecting suppliers. They like to be the winner in all negotiations, but by looking to develop a retailer-supplier relationship where both parties can win tends to be more productive and successful overall.

In my experience, artisan producers can often be in awe of meeting with a buyer and, as a result, agree to anything. The skill of the buyer is to handle these suppliers carefully and assess what is really possible. These days, as The Seasoned Grocer, a business mentoring service to artisan producers, I teach new producers that they need to understand who it is they are selling to. I encourage them to do research on the retailers they are interested in supplying.

If producers understand the store buyer’s needs then this starts the relationship along the right path. While it is not the role of a buyer or retailer to be a mentor, helping new suppliers to understand your shop’s requirements and customers all goes to building up good relationships.

During my years of buying or managing a buying team, I have had the pleasure of nurturing and developing producers both in the UK and further afield, not by pressuring them, but giving them longer-term security with commitments – especially when developing new products. This meant I could bring exciting new products to my customers first. All good retailers want to be the first to find a great product.

Of course, this works both ways. I have known producers that decided to supply a multiple after the independent sector had put in the hard work developing the brand, but did not have the good manners and respect to let me know directly. No retailer likes to find out from a customer!

Before Covid, food service was a key growth area for some retailers. It was an area where suppliers that gave some thought to how they supply their products – i.e. larger packs, no glass, pre-sliced, etc – could endear themselves to store buyers. And, again, was a win-win for both parties as that helped with minimum orders.

When the Covid pandemic struck and lockdown occurred, takeaway, delivery and menu boxes became the order of the day. Many retailers who had food service in place had a standing start and producers offering solutions started to win accolades and, more importantly, orders.

In the past year retailers have had to review the traditional way they research products. Vital trade shows were cancelled. There were no easy options to interact with producers and, more importantly, hold and taste products. Often producers’ websites were not up-to-date. It became important for producers to get their websites in order, making them easy-to-use and with easy to find contact information. For retailers, producers who had their stockists listed were useful as this helped build a picture of competition and demand.

Looking ahead, delivery, internet orders and the return of food service will be key areas to balance for everybody. What worked in the past may not be right for the future. Tastes change. What people want to buy, how it’s presented, how it will be sold or delivered – all is open to change. One thing you can be sure of, though, is that there will always be new products. Having the reputation of being a retailer that is open to new relationships will stand you in good stead.

The point of building good relationships with your suppliers is to allow you to consistently offer great produce to your customers. Encourage your suppliers to come forward with any new product ideas they may have. Furthermore, good retail-supplier relationships can mean a smoother work experience for you. If your suppliers know exactly what is required and expected, then when issues arise (and we all know they will at some point) your suppliers will have the confidence to alert you before any blip becomes a headache. And that can only help you with your ultimate relationship… with your customers.