Dan Murphy’s understood how to leverage media via their merchandise team but were selling the same media units to suppliers each year.
Sonder re-framed the supplier conversation by shifting to solution selling around the supplier’s common marketing objectives. This was achieved through the creation of media packages across multi-media channels.
Supplier relations have improved as a result of the retailer offering strategic solutions, which meet their marketing objectives.
an Murphy’s now have a greater understanding of how media can drive both collaboration between depts internally and improve long term supplier partnerships.