Closing the Sales Driver Gap: Why Collaborative Intelligence Is a Must for Brands and Retailers

April 25, 2023

Collaboration has become increasingly important in today's fast-paced business environment, particularly in the retail industry, where brands and retailers must work together to meet customer demands and remain competitive. In a world where success depends on effective collaboration, it's crucial to understand the concept of collaborative intelligence and how it can benefit brands and retailers alike.

Collaborative intelligence refers to the collective knowledge, skills, and experience of a group working together towards a common goal. Harnessing this collective intelligence can yield numerous benefits for brands and retailers, including more resilient operations in dynamic market conditions.

Synchronized real-time execution

One of the key advantages of collaborative intelligence is synchronized real-time execution. By working together in real time, brands and retailers can adapt quickly to market developments and change their operating model and focus. This allows them to remain agile in a constantly evolving marketplace, ensuring they can keep up with changing customer preferences and stay ahead of the competition.

Informed decisions ahead of time

In addition, collaborative intelligence enables early warning with predictive analytics. By unlocking shared insights and analyzing data and trends, brands and retailers can make informed decisions ahead of time, reducing the likelihood of being caught off-guard by unexpected events. For example, they can use predictive analytics to identify potential problems in their supply chain, knowledge gaps, and campaign roll-outs. This proactive approach helps them take corrective action before issues escalate, ensuring smooth operations and mitigating risks.

Delivering an exceptional customer experience

Moreover, collaborative intelligence helps align and engage employees at all levels of the organization. When everyone is working towards a common goal, it creates a sense of purpose and motivation. This is particularly crucial in the retail industry, where customer-facing employees play a crucial role in delivering an exceptional customer experience. By involving employees in the collaboration process, brands and retailers can ensure everyone is on the same page and working together towards a shared vision. This fosters a collaborative culture and empowers employees to contribute their unique perspectives and insights, driving innovation and success.

One way to achieve this is through an Execution and Collaboration platform such as Atobi, which brings stakeholders from brands and retailers together to build strong shopping experiences. Using Atobi, brands and retailers can collaborate seamlessly to create engaging campaigns that turn every staff member into product experts.

"At AAW, we faced significant challenges in managing our employee experience, training efficiency, collaborating with our suppliers, and gaining valuable business insights. We were struggling with outdated and fragmented systems that were not providing the desired outcomes. As a result, we were experiencing a lack of engagement from our employees, cascading training materials across our businesses, inefficient supplier collaboration, and difficulty in identifying areas of growth and opportunity within our business." says a spokesperson from AAW. Being Kuwait's largest and most successful retailer, representing over 100 global brands, AAW knows better than most how important strong collaboration is.

"Since implementing Atobi, we have seen a significant improvement in our business performance. Our employees are more engaged and motivated, which has led to increased productivity, more internal promotions, and reduced turnover. Our supplier collaboration has also become more efficient, resulting in faster response times and more product experts. Additionally, Atobi has provided valuable insights into our business operations, enabling us to make data-driven decisions."

In conclusion, collaborative intelligence is essential for brands and retailers looking to thrive in today's competitive marketplace. By leveraging all stakeholders' collective knowledge, skills, and experience, brands and retailers can build more resilient operations, make better-informed decisions, and engage employees at all levels of the organization. Through effective collaboration, brands and retailers can achieve more together than they ever could on their own, paving the way for success in the ever-evolving retail landscape.


Learn more about how Atobi has helped many of the world’s biggest brands and retailers.

Get in Touch
Get in Touch