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Thu 2 Jun 2005 04:00 AM

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StoreWars unites retailers and manufacturers

Analyst ACNielsen is hosting a series of programs called StoreWars, designed to help retailers and their manufacturers work more efficiently together

ACNielsen is helping retailers and manufacturers see eye to eye by conducting StoreWars; a four-day market simulation exercise that allows both parties to switch roles and make business decisions from the corresponding point of view.

Designed to improve lines of communication between the stores and their suppliers, StoreWars pits a mixture of retailers and manufacturers from a variety of different companies against each other in a team format that strives to promote a more mutually productive, economical business model.

“What we’re hoping to achieve is a win-win-win scenario,” says Hubert Lobo, retail services manager of ACNielsen. “Retailers and manufacturers alike get an insight into the problems and the overheads facing the other party, and this understanding can enhance subsequent negotiations and increase profitability on both sides. This in turn can only benefit the consumer,” he adds.

The set-up consists of three manufacturer teams, comprised of mostly retailers but a handful of manufacturers to add realism and perspective, who each deal with two retailer teams.

The parties trade in two fictional FMCG categories – foodles and woodles - each with their own variety of brands and brand preferences, taking into account a varied consumer demographic. The winning StoreWars team is that which manages to accumulate the most economic value added (EVA) based on the negotiations.

Companies involved included Carrefour, Geant, Abu Dhabi Cooperative and the EMKE Group on the retail side, and Al Marai Group, British American Tobacco, Master Foods and California Garden for manufacturers.

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