Share your brand with suppliers to share rewards

19 April 2013

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20 April 2013 | Paul Snell 

Allowing suppliers to use your brand to promote their work can result in benefits for procurement, according to the procurement director at Asos.

Speaking in London at this week’s ProcureCon Indirect event, Frederique Rammeloo said advocating and letting suppliers promote the work they do for the company rewards the online fashion retailer.

“A tactic we use a lot - and is helped because suppliers perceive our brand as ‘sexy’ – is we allow, and work with our suppliers to use our brand in sales pitches. So when suppliers do a good job, we help them build business cases, we go to conferences and tell the story, and tell the great things they have done for us.”

This helps build the brand of the company and the image of the procurement function, and can result in additional advantages.

“Because we allow this, suppliers are willing to give us things for extremely low cost or for free,” she added. “The benefit is they generate new business and we get a really good deal that helps us be competitive in the market. Both parties win.”

Rammeloo said the procurement function, which is only around a year old, is “very much about tactical quick wins, because even when it is smaller [stakeholders] tend to come to you and trust you that you can do bigger things as well”.

But she said sometimes the approach to internal customers has to be about “losing the battle, but winning the war”. “It is not about being right, it is about people believing you are right, and sometimes that means you need to take a step back, to take two steps forwards,” she added.

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