Improving the Brand-Retailer Connection
In most other markets, retailers and brands are able to develop co-beneficial partnerships based on their ability to share information. Sephora, the world's leading specialty beauty retailer, shares point-of-sale and inventory details with supplier brands, allowing for vendor-managed inventory partnerships that save time and generate more profitability. Empowered by data, brands can control costs, grow market share, and increase sales at an influential retailer like Sephora. In the cannabis market today, there is an overload of communication around maintaining the buyer-brand relationship, but very little exchange of real-time data between retailers and brands.