In our experience, retail and industry now share more data about each other than at any point in the past decade, and the joint plans built on it still tend to come apart within a few months of being agreed.

That gap was the subject of the exclusive research Integration founding partner Andrea Aun presented at Trade Connection 2026, the fourth edition of the SA+ Varejo event that brings industry, retail and service partners into the same room. The edition was held in São Paulo on July 30 and, according to the organizers, drew more than 2,200 participants. Andrea’s session looked at the habits that hold JBP back and what each side can do about them.

“Do retail and industry really have common interests? Are we looking at sellout and the consumer, or is industry chasing the monthly target while retail rebuilds margin?” Andrea asked the room.

The research points to where joint plans hold up in practice: fewer shared objectives, transparency over data and governance that stays in place after the plan is agreed. T\his reflects Integration’s work helping clients strengthen trade marketing and commercial execution in Brazilian retail.

Our thanks to SA+ Varejo for the invitation.