Retail Marketing in Europe and USA
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Retail Marketing in Europe and USA

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Tips to work with the Big Retail, what you need to provide as a vendor. How to optimize your investment

Tips to work with the Big Retail, what you need to provide as a vendor. How to optimize your investment

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Retail Marketing in Europe and USA Presentation Transcript

  • 1. Want to sell your product in Big Retail? What you need to know!
  • 2.
    • Introduction
    • Selling in through Retail partners is a challenge, difficult, expensive, time consuming and full of risk.
    • I’m trying to give a few tips over the most usual challenges involved dealing with the big retailers in the USA and Europe.
  • 3. A few facts on retail sales
    • Purchasing Decisions
    • Over 2/3 of the consumer-buying decisions are made at the store, with customers often switching brands.
    • 90% of those decisions are influenced by the sales staff
    • Price is only responsible for 40% of the final purchasing decision
    • In-Store stock, pricing and easy to use are the most important deciding factors.
    • Retailer motivation
    • Marketing funds
    • Training to sales staff
    • Special promotions
    • High product rotation
    • Sufficient stock volume
    • Easy return policy
    • Working with preferred distributors
  • 4. Sales staff influence
    • Recommendation of a knowledgeable salesperson is the #1 in-store purchase influencer and that salespeople “sell what they know” the best
    • Effectively educating these key individuals on your products is essential
    • Some retailers allow in-store training of the sales staff by the vendors or distributors, others prefer organized seminars on selected dates
    • It is essential to convince the sales staff of the quality of your product, and to ensure the return ratio is low, otherwise they get frustrated
  • 5. Location, location, location
    • What you pay in retail is for traffic, so you need to be found
    • Product visibility is one of the most important factors
    • If you sell a high volume small product it needs to stand out from the rest. You need to have more stock visible to the customer.
    • For larger items you need at least one unit on display.
  • 6. What the retailer wants?
    • Marketing funds, lots of them…..$$$$$$
    • Participation in all special promotions, catalogs, sales, etc..
    • Free stock and fast rotation
    • Very long payment terms (2 nd most important business is cash flow)
    • Exclusive promotions with them
    • Free advertisement from the vendor
    • Lowest Price Guarantee (paid by the vendor)
    • Fast return and credit
    • Funded heads (sales people you pay to be there)
  • 7. What you need to provide
    • Stock rotation
    • Price Protection
    • Sales people training
    • Marketing material (Displays, interactive presentations, etc.)
    • Fast access to stock (logistics)
    • Local support
  • 8. The importance of the distributor
    • A distributor can take up to 90% of the pain working with retailers
    • The conditions for payment, credit, stock rotation, price protection, logistics, etc. can be negotiated with the distributor and they will transfer them to the retailer.
    • Some distributors specialize in working with eTailers and act as their logistic arm.
    • For specific marketing programs it is important to work directly with the retail partner
  • 9. A few Ideas
    • Invest in Store training and promotion, it will give much more ROI than catalogs, email. Remember that most purchasing decisions are made at the store.
    • Work with your distributors to standardize the payment, rotation and stock policies.
    • Get a distributor preferred by the main retailers with strong financial situation
    • Don’t overstock the retailer. They really hate that, but also you need to have product available to restock them as needed
    • Work the sales people on the floor. They are your best chance to move your product fast.
  • 10. If you want to know more, let me help! Email me at [email_address] Or call +1-814-317-6155