Customers make choices too. We want them to choose our portfolio of brands and packs and for them to build deeper relationships with us as a business. The work we do in Customer Proposition helps determine how we will deliver value for our Customers. Our business rises and falls on the success of our customers, so the customer proposition is the way of identifying and communicating all of the ways we can offer mutual benefits that will drive the customer businesses as well as our own. The customer is one of the key interfaces with our consumer and shoppers so we need their help in the outlet. So we don’t just need to sell our portfolio of brands to them we have to build strong working relationships as well.
But these relationships are not built on just one interaction or element but rather are influences by several different things all at once. The number and quality of the suppliers our customers deal with, our sales force efforts, our distribution models, our trade terms and what we deliver for shoppers in the outlet all impact the status of our relationship with a particular channel and the customers within it.