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Grow 27% Faster with Stronger Partnerships

AGI provides suppliers with objective retailer feedback, competitive benchmarking, and actionable insight to help focus investment, reinforce retailer trust, and accelerate commercial growth.

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Why Engage Retail Customers?

You’re competing with other suppliers for retailer support, investment, and priority.
You need to know exactly how your organization stacks up, where performance gaps create risk, and what actions strengthen results.

Uncertainty, about where you stand and what to do differently, creates unnecessary pressure across teams and slows execution.

By consistently listening to retailer feedback and viewing performance through the retailer perspective, organizations become more aligned, responsive, and effective partners. When engagement is structured and intentional, feedback becomes a catalyst for stronger execution, deeper trust, and sustainable commercial growth.

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Why Trust Advantage Group?

CPG & FMCG Specialization

AGI is purpose‑built to serve the complexities of consumer-packaged goods (CPG) and fast-moving consumer goods (FMCG) partnerships. Our work reflects a deep understanding of retailer-supplier dynamics, category pressures, and the operational realities that shape commercial performance. This specialization enables us to deliver insights that are practical, relevant, and immediately actionable for both sides of the partnership.

Global Footprint & Perspective

With active programs in over 40 markets worldwide, AGI combines global scale with local market understanding. Retailers and suppliers can benchmark performance consistently across regions while still accounting for the unique dynamics that shape each market.

More Than 35 Years of Expertise

For more than three decades, AGI has helped suppliers and retailers navigate growth, disruption, and change. Our longevity reflects not just experience, but the trust earned through consistent research quality, long‑standing partnerships, and deep industry expertise.

An Objective Intermediary

AGI operates as a neutral, independent intermediary trusted by both retailers and suppliers. We create a shared, fact‑based view of relationship performance that supports more productive conversations, greater transparency, and stronger commercial relationships.

A Highly Engaged Contributor Community

Our insights are grounded in real-world business relationships. In 2025, more than 53,000 industry professionals participated in AGI research, providing candid feedback based on day-to-day partnership experience. This scale of participation strengthens the quality, credibility, and relevance of our insights.

The Advantage Method

A structured approach for turning feedback into stronger execution, clearer priorities, and faster commercial growth.

1
Insight

AGI Insight creates a shared, fact‑based view of how your customers experience working with your organization. By combining quantitative results with qualitative feedback, it highlights where performance reinforces trust, where friction creates risk, and where the greatest opportunities exist to improve execution and retailer confidence.
2
Prioritize

Not every opportunity area has the same impact on retailer relationships or commercial performance. Prioritization helps teams focus on the gaps, expectations, and opportunities that matter most, ensuring time, investment, and action are aligned to the areas with the greatest potential impact.  
3
Align

Alignment brings stakeholders together around shared priorities, expectations, and goals. When teams, functions, and markets operate from a shared understanding and move in the same direction, engagement becomes more consistent, execution improves, and retailer relationships become stronger and more coordinated.

4
Action

Insight only creates value when it leads to action. Clear ownership, focused priorities, and measurable next steps help teams move faster, improve execution, and strengthen retailer partnerships through consistent follow-through.  

Suppliers Focused on Partnership Achieve 27% Stronger Financial Performance

AGI research shows that suppliers who build stronger retailer relationships outperform peers in growth, execution, and overall commercial performance.
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The Business Impact of Stronger Retailer Relationships

Suppliers that build stronger retailer relationships outperform peers across growth, execution, innovation, and operational performance. Stronger alignment creates measurable advantages across the business.

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Upward arrow and dollar symbol icon representing higher revenue and sustained business growth Higher Revenue & Business Growth
Higher Revenue & Business Growth

Strong retailer relationships improve alignment, planning, and execution, helping suppliers drive faster growth, stronger profitability, and more sustainable commercial performance.  

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Delivery truck icon symbolizing a resilient and reliable supply chain network Stronger Supply Chain Resilience
Stronger Supply Chain Resilience

More engaged retailer–supplier relationships improve communication, increase visibility, and reduce disruption across the supply chain, creating greater operational stability and responsiveness. 

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Speedometer icon representing cost savings and operational efficiency improvements Greater Efficiency & Cost Reduction
Greater Efficiency & Cost Reduction

Better collaboration reduces friction, improves coordination, and helps suppliers streamline processes, reduce inefficiencies, and operate more effectively across teams and customers.

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Rocket icon representing faster innovation and rapid response to market changes Faster Innovation & Market Responsiveness
Faster Innovation & Market Responsiveness

Suppliers with stronger retailer engagement can align around innovation priorities, accelerate product development, and adapt to changing shopper and market demands. 

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Shopping cart with checkmark icon representing an improved and reliable shopper experience Improved Shopper Experience
Improved Shopper Experience

Better retailer–supplier alignment improves product availability, execution, and responsiveness, enabling the delivery of a more consistent and reliable shopper experience.  

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Hands holding dollar symbols icon representing stronger investment opportunities and returns Greater Retailer Support & Investment
Greater Retailer Support & Investment Retailers prioritize trusted suppliers. Strong partnerships increase visibility, opportunities, and support across promotions, inventory, and strategic initiatives. 
37 Years in Business
40 Markets Served Globally
+1,100 Supplier Clients Served
27 % Stronger Financial Profile

Advantage Advisors Know Your Business

Insight only creates value when teams know how to act on it. Our Advantage Advisors partner closely with supplier teams to interpret retailer feedback, identify where to focus investment, align internal stakeholders, and improve execution across retailer relationships.  

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Frequently Asked Questions

Answers to common questions about working with AGI to strengthen retailer relationships and partnership performance.

What is customer engagement?

Customer engagement is a structured approach to understanding how retailers experience working with your organization. It helps suppliers gather feedback, improve relationships, and improve performance through greater alignment and execution.  
Why is customer engagement important?

Suppliers compete every day for retailer trust, support, and investment. Strong engagement helps organizations understand retailer expectations, strengthen alignment, and focus action where it will have the greatest commercial impact.  
How does AGI support customer engagement?

AGI delivers syndicated and bespoke engagement programs that combine retailer feedback, competitive benchmarking, and actionable insight to help supplier teams strengthen retailer relationships and improve performance.  
What insights do customer engagement programs provide?

These programs reveal retailer-supplier relationship strengths, performance gaps, and priority opportunities across retailer partnerships. These help supplier teams identify where action will drive trust, improve execution, and support business growth.  
How does customer engagement improve performance?

Customer feedback creates value when organizations act on it consistently. Engagement helps supplier teams align around shared priorities, improve execution, reduce friction, and increase retailer confidence over time.  
Who are customer engagement programs designed for?

Customer engagement programs and retail feedback are valuable for supplier organizations of all sizes, from focused teams seeking clearer direction to complex organizations driving cross-functional alignment. 
How often should customer engagement be measured?

Customer expectations and partnership performance are constantly evolving. Measuring engagement consistently helps suppliers track progress, identify changing retailer priorities, and respond more proactively over time.  
What makes AGI’s approach different?

AGI brings over 35 years of B2B relationship measurement expertise across CPG and FMCG industries. Our independent approach combines retailer feedback, benchmarking, and global market insight to help organizations improve partnership performance with greater objectivity and confidence. 
Can my business measure customer engagement without AGI?

You can gather customer feedback internally, but independent measurement provides greater objectivity and credibility. As a trusted, third-party intermediary, AGI collects objective, unbiased feedback and a clearer view of partnership performance across retailer relationships.