A Supplier Has to Really Deliver: 3 Tips for Retailers on Choosing the Right Partner

In the past, a reliable supplier delivered a quality product, at a good price, and on time. Today, these are just the basics. With competition for consumer attention more intense than ever, simply having products on the shelf isn’t enough. Shoppers now expect exclusive offers, innovative formats, and better ways to save.

Retailers gain a competitive edge when they invest in long-term partnerships with suppliers and work together to develop solutions that exceed customer expectations. According to McKinsey’s research, companies that build strategic collaborations with their suppliers and jointly analyze demand data achieve higher profitability and lower operational costs.

The following three sections outline key criteria for choosing a supplier that not only delivers quality products but also helps strengthen a retailer’s market position.

Brand Recognition

Platforms like Nielsen or Euromonitor can help retailers assess a supplier's brand presence across other retail networks. If a brand is already part of the portfolios of well-established retailers, this is a strong indicator of its market recognition and commercial potential. It also suggests that the supplier meets essential criteria such as product quality, profitability, supply consistency, and operational discipline.

However, visibility in the market is just one piece of the puzzle. To understand how a brand might strengthen your portfolio, it’s also important to evaluate how actively the manufacturer is investing in its brand development. Are they participating in industry trade shows? Investing in marketing and communications? Appearing in professional media or leading social initiatives?

A supplier that invests in these areas likely has a long-term growth strategy. Its popularity is likely to grow, and its products will eventually appear on more retail shelves. Identifying such potential ahead of your competitors can give you a significant advantage.

Proactivity

A strong supplier brings more than just products — it offers solutions. It takes time to thoroughly understand your business and its key performance indicators, and the supplier clearly outlines in its commercial proposal how its products will help your business achieve — and eventually exceed — those KPIs.

From the very beginning of the partnership, such a supplier will come with an action plan: a month-by-month calendar of activities designed to support your objectives. These might include promotions, collaborations, themed events, additional digital marketing — anything that makes the product more appealing and drives sales.

A defining trait of a proactive supplier is its role in shaping consumer behavior. It takes on an educational role, informing customers not only about the benefits of its product but also about the value of a certain lifestyle or behavioral model.

For example, a pet food manufacturer might promote the idea of responsible pet care. In doing so, it's not just marketing its brands; it's helping pet parents choose a balanced diet tailored to their pet’s individual needs. This approach builds trust in the brand and, by extension, loyalty to the retail chain where the product is sold. The result for the retailer is increased foot traffic, deeper customer engagement and, ultimately, stronger commercial performance.

Personalized Approach

One effective way to boost customer loyalty is by offering products they can’t find anywhere else. Suppliers that can produce exclusive SKUs or custom packaging formats give retailers a powerful opportunity to stand out from competitors.

In the pet food category, for instance, a manufacturer might supply 70 percent of its standard range, while tailoring the remaining part specifically to the retail chain. One example: instead of selling a pack with four identical pouches, the supplier could create a variety pack with different flavors — available exclusively at your store. Pet parents are likely to choose that option for the novelty and variety it brings to their pet’s diet.

Exclusivity creates value not just for the consumer but for the retailer as well. It makes direct price comparison with competitors more difficult, allows greater pricing flexibility, and highlights the uniqueness of your offer.

When choosing a supplier — and throughout the partnership — it’s also worth paying attention to the terms it offers other market players. If your conditions are less favorable than those of your competitors, that’s a direct financial risk. This is especially critical for discount retailers, where lower prices are one of the core competitive advantages.

Reliability, proactivity, and a responsible approach to honoring agreements — these are the supplier qualities that give today’s retailers a real edge.

Yuri Bykoriz is the managing director CEE at Kormotech, a global company with Ukrainian roots that produces high-quality cat and dog food under the brands Optimeal, Delickcious, Club 4 Paws, and My Love.