Today I visited a retailer’s concept store. It’s really cool to get a sneak peak of what is may be the future.

But this really puts in focus the real trick to success…

Alignment.

Manufacturers and retailers really need to work together in order for these to work. If a manufacturer can have the latest and greatest widgets, but the retailer lacks the vision to bring that to life, all is lost. Likewise, the retailer can be on the cutting edge of a trend, but unless you have the product to support it, the trend would never amount to much in sales.

Finally, alignment with the consumers.

The consumers at the end of the day dictate all. What they want is the only thing that matters. Their vision of what they expect to find in a store is the only vision that matters.

Now, both manufacturers and retailers have insights on this. Sometimes they are the same, sometimes they differ slightly. If they are the same, perfect. If they differ, perhaps they need to consider the relationship fit. Perhaps the two are just playing to different strengths and answering to different consumer needs.

At the end of the day, they all must come together and find that golden triangle where the manufacturer wins, the retailer wins, and ultimately the consumer win.

PHOTO CREDIT: Kid In Aisle, originally uploaded by captscurvy.