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Industry NewsAdvantage Group launches new B2B platform for retailers, suppliers

Advantage Group launches new B2B platform for retailers, suppliers


Advantage Group International has debuted a new B2B engagement program for suppliers and retailers dubbed A2.0.

“Our clients rely on us to bring them solutions that enable them to positively impact their B2B relationships quickly and at scale,” says Advantage CEO Richard Kellam. “As a result, we are on a constant journey of discovery for new solutions that nurture relationships today and ready our clients for tomorrow’s supplier-retailer landscape.”

Previously, much of the insights derived had been focused on offering suppliers and retailers a clear understanding of past performance. With A2.0, greater emphasis is placed on measuring a business’ performance as a future-ready partner. This realignment of focus requires a significant shift in the program’s longstanding methodology, introducing a new framework of balanced business practices.

The program will be built around fewer, more focused questions—down from 31 to 24—for both suppliers and retailers. With this shift in methodology, clients will continue to receive trend of their past performance, as the underlying sentiment of these new practices correlates with those traditionally measured.  

This transformation will unveil a new view of the supplier-retailer relationship that’s easier to navigate and more insightful, providing clients with a more actionable path to business partner engagement and commercial success.


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