By Scot Meyer, FEBRUARY 25, 2025 || A Publication of MMR (Mass Market Retailers)
“When we work together transparently, we not only solve immediate challenges but also unlock opportunities for industry-wide transformation.”
“Getting the right product at the right price, delivered swiftly, is fundamental,” Liebmann said.
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BENTONVILLE, Ark. — The recent Future of Commerce 2030 event at Walmart’s headquarters here examined many of the elements companies will need to thrive in the coming years, including advanced technology, the right culture and human capital, and a winning strategy. The participants in one of the panel discussions also made it clear that neither retailers nor suppliers will be able to win on their own.
The discussion, “Building Partnerships for the Future: How to Build Meaningful Brand and Retail Relationships That Deliver Value to Shoppers,” emphasized the importance of enhanced collaboration as a tool for success.
Moderated by Wendy Liebmann, CEO of WSL Strategic Retail, the session featured Silvia Azrai Kawas, Executive Vice President of Consumables at Walmart, and Christina Fair, President of the Consumer Products Division for North America at L’Oréal.
The panelists argued that successful retail partnerships hinge on unwavering trust, clear communication, and a shared long-term vision.
Silvia Azrai Kawas of Walmart highlighted the foundational role of customer-centricity in building these partnerships. “Assortment, price, and experience are the building blocks that build trust with our customers,” Azrai Kawas explained. She detailed how Walmart’s approach is not only about offering the broadest selection but also about ensuring that every product fits a specific customer need. “Our mission is simple: to help customers live better by making sure they can always find what they need, at the right price, and with an exceptional experience,” she added, stressing that this focus extends to every supplier partnership.
Christina Fair of L’Oréal echoed these sentiments by emphasizing the importance of aligning on long-term strategies. “You really have to trust each other on the future because that’s how you’re going to build,” Fair said. She elaborated on the need for both sides to commit resources and energy toward shared goals. “We have to have a conversation about the future, about where to put our effort and money—because executing well day-to-day is critical, but it’s only part of the equation,” Fair noted. For Fair, transparency isn’t just an operational tactic—it’s an essential element of any lasting collaboration. “I am very open to hearing the good, the bad, and the ugly. It’s necessary to make it better,” she stressed.
Both panelists agreed that transparency in communication is vital to prevent small issues from compounding into larger challenges. Kawas pointed out that timely and candid information sharing is crucial: “We ask for transparency. That means informing each other as swiftly as possible—whether it’s about a supply chain hiccup or an operational challenge—so we can address it together.” She added that such openness helps both parties to adjust strategies dynamically, ensuring that the partnership remains agile and responsive.
Moderator Wendy Liebmann added a reminder of the basics that underpin these broader strategies. Recounting a moment from a Walmart beauty aisle, she noted how a shopper’s brief pause—sparked by a well-placed mirror and product display—highlighted the profound impact that a well-executed retail environment can have on consumer confidence.
“Getting the right product at the right price, delivered swiftly, is fundamental,” Liebmann said. “But it’s the deeper, strategic conversations that can turn a routine shopping trip into a transformative experience.”
The discussion also delved into the challenge of balancing everyday operational excellence with long-term innovation. Azrai Kawas explained that building a robust assortment strategy involves not only offering an extensive range of products but also ensuring that each item meets customer expectations. “Our goal is to remove the cognitive load from shopping—customers should never have to wonder where to get their favorite product or if the price is right,” she said. Meanwhile, Fair highlighted how L’Oréal’s deep understanding of its customer base allows the company to bring a unique perspective to these collaborations. “By combining our expertise with Walmart’s operational excellence, we can create a retail experience that is both dynamic and consistent,” Fair remarked.
In closing, both executives underscored that the future of retail partnerships lies in breaking down silos and fostering genuine collaboration. They agreed that the willingness to share both successes and setbacks openly is what ultimately drives continuous improvement. “It’s a journey, and it takes time,” Azrai Kawas acknowledged. “But when we work together transparently, we not only solve immediate challenges but also unlock opportunities for industry-wide transformation.”
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