A missed forecast or an underperforming launch doesn’t automatically end a retailer relationship — but how a brand handles the next ninety days usually decides whether it recovers or quietly gets deprioritised.
The instinct that makes it worse
The natural response is to go quiet, wait for the numbers to improve, and hope the conversation softens on its own. Buyers read silence after a miss as either denial or disinterest, and it’s the fastest way to lose the trust needed to fund the next thing.
What actually rebuilds trust
Bringing the buyer an honest read on what went wrong — before they ask for one — consistently repairs relationships faster than a polished recovery plan alone. Buyers have seen enough launches to recognise a genuine post-mortem from a spin exercise, and the honest version, even when uncomfortable, is what gets remembered as trustworthy.
Rebuild on something small and controllable first
Don’t pitch the next big initiative immediately. Propose something modest and easy to deliver cleanly — a smaller promotional slot, a tighter content refresh — and over-deliver on it. A small win, delivered exactly as promised, does more to reset a relationship than an ambitious pitch that’s still asking the buyer to take another risk on you.
Navigating a retailer relationship that’s gone off track?
Steven Woodgate, Founder, Emmer Green — former Head of Category (Technology), John Lewis & Partners; former senior commercial leadership roles at Samsung, Dell Technologies and Microsoft.
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