Whether a retailer buys from a wholesaler, distributor or manufacturer, it’s the retailer who chooses what to sell. Therefore, marketing to the retailer is essential. Distributors are often left to do this, but it’s the manufacturers who are vulnerable; distributors can quickly switch to other products, whereas manufacturers cannot.
It’s shocking how few manufacturers understand that changes in recent decades require them to conduct effective trade marketing.
From the 1970s onward, small shops and chains were bought up or closed down by bigger ones. Chains are getting bigger, and small retailers are declining steadily.
This leaves manufacturers with few choices between outlets, and they cannot put new goods on the market without retailer cooperation. There are many opportunities for producers to promote their own brands while helping the retailer at the same time – for example, by providing in-store media such as in-store media at Mood …