Competitive Market Leaders – When and Why Vendors Win


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Date of PublicationOctober 4, 2023

This is one of  several studies under the IHL Insight Market View series of research that is part of the Retail Executive Advisory Program (REAP) at IHL.  This study looks at top vendors and what their customers are saying about them for their investment plans in 2021.

This data is the result of a primary research study and was collected from retailers representing over 300 retail brands.  The data is a cross-tabbed view of individual vendor’s customers and their responses.

The result is a series of 16 rankings that are highly graphical.  It is designed so that solution providers can use the rankings to share for benchmarking, for retailers to use to compare vendors, and for potential investors to see who really has momentum.  The TOC below shares the tables and rankings included.  Each ranking has an explanation of what it measures and what the rankings mean.  And nearly every ranking has a different leader.  There is not just one leader, there are many based on focus, segment and retailer plans.


Top Vendors Increasing Market Share in 2021 – Overall
Top Average Deal Leaders for 2021 – Overall
Top Vendors Increasing Market Share in Food/Drug/Mass Merchants/C-Stores 2021
       Top Vendors Increasing Market Share in GMS for 2021
       Rank for Average Deal Size in Food/Drug/Mass Merchants/C-Stores 2021
       Rank for Average Deal Size in GMS for 2021
       Who are Winning Retailers Increasing Business With in 2021 
       Average Deal Size in Winning Retailers
       Vendor’s Whose Customers Are Growing the Fastest?
       Vendors Whose Customers Are Increasing Profits Fastest?
       Vendor Rank Based on Customer Sales Increase Expectations for 2021
       Vendor Rank Based on Customer Profit Expectations for 2021
       Rank by 2021 Customer Expected Sales Growth 
       Rank by 2021 Customer Expected Digital Order Growth 
       Rank by 2021 Customer Expected Digital Orders for Store Fulfillment
       Rank by Vendor for Total Store Fulfillment of Orders in 2021 




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Why These Vendors and Not Others?

We actually included a lot more vendors in the research, however, we did not receive enough answers for each of those vendors to make what we believed was a fair assessment about their business.  These are the top 30 or so vendors by number of responses.  If a vendor did not achieve a minimum level of retailers or restaurants in the responses, we did not include.

What Segments Constitute Your Definition of Retail?

We use the following segments to define Retail and some examples.  This research uses all of these segments.

Food/Grocery (Kroger, Safeway, Trader Joe’s, Wakerfern, Aldi)
Drug Stores (Walgreens, CVS)
Superstore/Warehouse Clubs/Hypermarkets (Walmart, BJ’s Wholesale, Costco)
Mass Merchants (Target, Meijer Stores)
Department Stores (JC Penney, Kohls, Beall’s, Macys)
Specialty Hard Goods (Home Depot, Lowes, Best Buy, Rooms to Go, Canadian Tire)
Specialty Soft Goods (H&M, American Eagle, Coach)
Convenience/Gas/Forecourt (Chevron, Exxon,)
Fast Food (McDonald’s, Subway, Burger King, Pizza Hut, Taco Bell)
Bar/Restaurant (Applebees, Buffalo Wild Wings, Chipotle)
Lodging (Marriott, Sheraton, Hilton)
Entertainment:Casinos and Cruises (Carnival, Harrah’s, Wynn, Caesar’s Palace)
Entertainment:Museums, Theme Parks, Theaters, Others (Disney, Universal, AMC, Carmike)

Is this put together by primary research, secondary research?

This particular research was a primary research survey of North American Based Retailers.  Many of these retailers are global in nature, but they were based in the US.  In total there were retailers representing 300 retail brands.

What is different about this than other vendor rankings out there?

First and foremost, it is blind.  Unlike other reports where the vendors are recruited to promote the survey and things sort of become a popularity contest, this had no vendor input at all.  This was based on one question of a 20 question survey that looked at all aspects of retail and digital sales, how 2020 was and prospects for 2021.  This question was cross-tabbed with other questions to reveal 16 separate rankings that we feel are important.

Can I share this study in my company?

Yes, if your company has an advisory relationship with IHL, you can share internally.

Can I share the data externally?

Only with a Posting or Distribution License.  Questions, contact us at ihl(at)ihlservices.com.

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This research is available individually or via a subscription of our Retail Executive Advisory Program.  Please click here or contact us at ihl@ihlservices.com and we can customize a program specifically for your company. You can receive immediately by ordering via the button above.

Each of the research studies comes with an Enterprise license so the data, studies can be shared internally among your entire team. For more questions and to begin, contact us.

Each of the research studies comes with an Enterprise license so the data, studies can be shared internally among your entire team. For more questions and to begin, contact us.

Click here to inquire specifically about this product