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The Grocery Manufacturers Association (GMA) has released a whitepaper that identifies more than 30 business benefits that grow specifically from using retailer-direct data in business planning and forecasting and says that “a growing number of retailers and manufacturers are sharing data directly with their trading partners and teaming up to analyze it themselves, saving money and enhancing performance through collaboration.”

The white paper also says that “the volume of timely data being shared by retailers has never been greater. Among the supply chain and merchandising benefits trading partners are reaping with the use of retailer-direct data are reduced out-of-stocks, improved forecast accuracy and reduced merchandising costs at retail.”
KC's View:
Without casting any aspersions about the veracity of this report, it would have been supremely surprising if GMA had suggested that there weren't any business benefits when retailers share information with manufacturers, or if such sharing is in decline.