How to partner with the Retailer of the future

Amid fundamental shifts in the retail and consumer landscape, consumer-goods manufacturers must rethink the way they manage key accounts.
There’s no denying that the balance of power in the consumer industry has tilted. Retailers have the advantage over consumer-packaged-goods (CPG) manufacturers—and retail buyers are deftly using their leverage at the negotiating table. Retail buyers are more sophisticated, more analytical, and more demanding than ever. Consider this: each of the top ten US retailers employs dozens of big data professionals who provide buyers with valuable insights. The same retailers have also hired more than 70 executives from European retail companies, known for having more aggressive negotiation styles than their American counterparts. In this increasingly adversarial environment, what’s a CPG key-account manager to do?

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or refer to the McKinsey website:

 http://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/playing-catch-up-how-to-partner-with-the-retailer-of-the-future