Jointly Agreed Growth – driving the JAG

Why a Jointly Agreed Growth (JAG) initiative?

Many shopper and consumer needs remain unsatisfied today, generating important growth potential for our industry. Satisfying these needs can only be achieved by better collaboration between retailers and suppliers, focusing on stimulating consumer demand. The challenge is to define a joint retailer/supplier model to create process and product innovations that will delight the shopper and will create sustainable growth.

What is JAG and what’s new about it?

JAG is a 3-year framework offering a structured approach towards collaboration for buyer and seller. It aims at creating process and product innovations that stimulate consumer demand. JAG builds on existing practices in the industry, like Catman and Joint Business Planning, but takes these practices one level further.

In short, JAG is

• a shopper and consumer-centric approach aimed at improving category offer;
• a joint business plan to drive consumer demand and generate sales and profit growth for both retailer and supplier;
• a 3-year rolling business plan with annual reviews;
• a fact-based approach changing buyers and sellers’ mindsets, behaviours and negotiation models.

How will the JAG initiative be launched?

ECR Jointly Agreed Growth will be launched during the ECR conference in Berlin on May 27 (plenary session, May 27, 2.30 pm – 4.15 pm). One of the breakout sessions on May 28 will reveal part of the mystery of the Jointly Agreed Growth initiative (ECR JAG breakout, May 28, 11.45 am – 1.00 pm). Participants in the breakout will discover how to generate sustainable profitable growth through a more intense collaboration. This will allow them to understand how Jointly Agreed Growth (JAG) will change the commercial relationship between retails and suppliers. During this session, practitioners will explain what’s new in JAG, how you can run a successful JAG collaboration and what you should do if you want to be in the driving seat of this initiative.