At the latest Repsly Power Hour, I was chatting with someone from one of the country's fastest-growing breweries. When I asked him about the brand's plans for 2018, he told me they were set on becoming their distributors' and retailers' favorite brewery to work with.
Whether you make beer, snacks, makeup - no matter what your brand sells - if you sell through retail this is one of the best goals your brand can strive for. Being a retailer's preferred supplier can earn you better placement in the store, more frequent orders, or more marketing opportunities on the shelf - all things that can help you grow faster and build market share.
At Repsly, one of the ways we've seen brands achieve this coveted status is through their merchandising efforts - coming to retailers with big ideas for attracting shoppers and building their carts through displays and creative placements. In this episode of the Repsly Powercast, we explore the question: "How can brands use their merchandising to become their retailers' favorite supplier?"
To help us answer that question, we brought in our good friend Loie Maxwell, who has experience as a creative director and executive at some of the top names in retail, from Target and CVS to Starbucks and Mattel.
Episode Highlights from Loie Maxwell:
01:52 "One of the biggest strategies at retail is to draw the customer in for a promotion or a special event but then allow them to explore whats in the surrounding floor pad to build their basket."
04:56 "I'll tell you, retailers love to see big ideas. It's not as if they'll always be able to execute on them ... but if anything they see that you're really motivated to creating a unique experience. And you never know, a retailer or merchant might decide they want to put their investment into your brand."
10:42 "Retailers often very much appreciate the ability to understand more about a product and why it's selling or not selling, or what's on the horizon. If you come to the table with a real clear, concise dashboard of information that's easy for them to digest, they absolutely will value it."