Integration partner Andrea Aun was recently interviewed by SA+ Varejo, Brazil’s leading retail ecosystem publication, for a feature on strengthening collaboration between retail and industry. The article explores how both sides can move beyond purely transactional dynamics toward genuine partnership built on shared objectives, data transparency and joint business planning. The stakes are significant: Nielsen data cited shows that 65% of promotional actions fail to deliver results due to misalignment.

Andrea emphasized that the key lies in shifting focus from tactical execution to result-driven strategies, with structured governance making all the difference in the success of joint plans. This perspective reflects Integration’s work helping clients optimize trade marketing and commercial execution across complex retail environments.