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As retailers’ expectations continue to rise, suppliers face a critical challenge: keeping pace with what matters most. The good news? There’s a clear path forward—and it starts with understanding how retailers evaluate supplier performance.
What Retailers Really Value
Every year, we analyze the correlation between retailers’ ratings on individual competencies and suppliers’ Overall Performance scores within our annual syndicated research program, Advantage Report. This exercise helps us pinpoint which capabilities are most influential when retailers assess how well suppliers are engaging with them.
In the U.S. market, one trend has become unmistakably clear: digital and e-commerce competencies are no longer just “nice to have”—they’re essential. For the first time, three of the top five competencies most correlated with Overall Performance are in the digital space:
- #2: Develops effective online content
- #3: Drives online growth
- #5: E-commerce integration
This shift reflects a broader transformation in how retailers operate and what they expect from their supplier partners. Digital fluency isn’t just about having a presence online; it’s about driving measurable growth, integrating seamlessly, and delivering content that converts.
The Growing Divide
Across our work with U.S. suppliers, we’ve seen significant investment in digital capabilities. But investment alone doesn’t guarantee results. Retailer feedback reveals a growing divide: while some suppliers are recognized as top performers, others are struggling (or even falling behind) as the bar continues to rise.
This raises a critical question for underperforming suppliers: “What do we need to do differently?”
Turning Insights Into Action
This is where AGI comes in. Our approach goes beyond surface-level metrics. Using AI and advanced text analytics, we query masked data from top-performing suppliers to uncover what “great” looks like in the eyes of retailers. This allows us to identify the specific behaviors, strategies, and executional details that drive excellence in digital competencies.
With these insights, suppliers can move forward with clarity and confidence, knowing exactly where to focus and how to elevate their performance.
Insights That Scale Across Every Market and Competency
Digital is just the beginning. Whether you’re focused on e-commerce, supply chain, customer service—or any other area critical to performance—our solutions are built to deliver across every AGI market and every competency we measure.
Wherever you’re aiming to improve, we help you move with clarity, act with confidence, and accelerate results. Let’s unlock what’s next—together. Connect with an Engagement Advisor today.
