What is Gatekeeper in Retail? Explained

A gatekeeper is an individual or entity that controls access to certain information, decisions, or processes within a business. This could be a person responsible for managing vendor relationships, regulating product approvals, or overseeing entry into specific retail channels. Successfully navigating relationships with gatekeepers is often crucial for suppliers, marketers, or sales representatives aiming to secure partnerships, approvals, or access to retail opportunities. Understanding and effectively engaging with gatekeepers can be pivotal in achieving business objectives within the retail industry.