1、JOINT BUSINESS PLANNING BETWEEN RETAILERS AND BRAND MANUFACTURERSDSI&MICROSOFT ADVERTISING REPORTJOINT BUSINESS PLANNING BETWEEN RETAILERS AND BRAND MANUFACTURERSEffective Optimization Strategies for Collaborative GrowthP A G E 2 O F 3 0JOINT BUSINESS PLANNING BETWEEN RETAILERS AND BRAND MANUFACTURE
2、RSJoint business planning(JBP)is a practice that helps brands and retailers align on how they should work together over the next year or two to three years.It has long been used to meet specific collaborative goals,and ultimately,joint business plans help brands and retailers navigate the pressures
3、and challenges they experience in the marketplace.With mounting pressure in commerce,it has become a critical element of planning on both sides.Consumers today are more price-conscious than ever.For example:Two out of three shoppers respond to increasing financial difficulties by searching for disco
4、unts,special offers,or more competitively priced items,according to Intelligence Node.What Is Joint Business Planning and Why Are We Talking About It?Competition is also at an all-time high,and the low barriers to entry mean that new players are entering the ecommerce space every day,creating pressu
5、re on brands and retailers to maximize effectiveness.The numbers show an ever-increasing marketplace too:Forbes says that ecommerce sales are expected to grow 8.8%in 2024,and internal Microsoft Advertising research projects that U.S.retail media spend will have an 18%compound annual growth rate(CAGR
6、)between 2024 and 2027.According to Ebiquity,nearly every digital advertising channel is expected to grow in 2024,but not all brands will be able to increase their marketing budgets.A May 2024 Gartner survey of chief marketing officers(CMOs)found that marketing budgets have fallen by an average of 1
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