Introduction

In today’s retail-driven world, CPG manufacturers rely on strong partnerships with retailers to ensure market visibility, product availability, and profitability.

However, collaboration remains a major bottleneck — hindered by siloed systems, limited data sharing, and manual processes. According to Gartner (2025), 72% of CPG manufacturers identify poor retailer collaboration as their biggest barrier to growth.

Salesforce Manufacturing Cloud bridges this gap by enabling real-time communication, shared visibility, and automated rebate tracking, transforming retailer relationships into strategic partnerships.

The Role of Retailer Collaboration in CPG Growth

• Retailers control consumer access and shelf visibility.
• Joint business planning (JBP) helps align promotions and replenishment cycles.
• Data transparency allows manufacturers to predict consumer demand accurately.

When collaboration fails, both parties face stockouts, overstocks, and lost market share.

Challenges in Manufacturer–Retailer Collaboration

1. Fragmented Communication Channels

• Retailers and manufacturers rely on emails and spreadsheets.
• No shared system for real-time updates.

2. Limited Data Transparency

• Retailers rarely share sell-out data.
• Manufacturers operate on partial visibility.

3. Complex Rebate and Promotion Tracking

• Disconnected systems lead to duplicate claims and delays.

4. Disconnected Sales & Supply Chain Planning

• Retail replenishment cycles rarely sync with manufacturer forecasts.

5. Manual Dispute Resolution

• Rebate and invoice mismatches handled through manual follow-ups.

How Salesforce Manufacturing Cloud Streamlines Retailer Collaboration

1. Unified Retailer Portals via Experience Cloud

• Retailers access a dedicated collaboration portal to:
  • Submit forecasts and claims
  • Track live promotions
  • Access real-time dashboards

2. Real-Time Account & Promotion Visibility

• Provides a 360° view of trade promotions, rebates, and retailer performance.
• Reduces back-and-forth communication delays.

3. Automated Rebate & Claim Workflows

• Automatically validates and approves retailer claims.
• Reduces processing time by up to 65%.

4. Collaborative Forecasting & Inventory Alignment

• Retailers and manufacturers jointly update forecasts.
• Helps prevent both stockouts and excess inventory.

5. AI-Powered Retail Insights for Sales Optimization

• Einstein AI identifies:
  • Top-performing retailers
  • Cross-sell opportunities
  • Regions with declining sell-out trends

Case Study: Retail Collaboration Transformation at a Global CPG Brand

A personal care manufacturer working with 2,000+ retail partners faced:

• • Frequent disputes on promotion claims
  • Lack of visibility on shelf-level inventory

After Salesforce:

• Retailer collaboration portal deployed globally.
• Claim accuracy improved by 40%.
• Stockouts reduced by 25%.

The Future of Retail Collaboration in CPG

• Blockchain-Based Data Sharing → Trusted sales and inventory data exchange.
• AI-Powered Negotiation Models → Data-driven promotion agreements.
• Omnichannel Retail Integration → Combining offline and e-commerce collaboration.
• Sustainability Collaboration Metrics → Joint tracking of eco-friendly initiatives.

Conclusion

Retailer collaboration defines CPG success. Salesforce Manufacturing Cloud provides:

• Unified portals for communication
• Transparent account & promotion visibility
• AI-powered insights for joint growth
• Automation for rebates and forecasting

With Salesforce, manufacturers and retailers move from transactional engagement to collaborative value creation.

🛍️ Ready to strengthen your retailer partnerships?

👉 [Book a Manufacturing Cloud Strategy Session with Perigeon]