Where Your Retailer Fits Into Your Marketing Strategy

Today, a retail marketing strategy that is effective is very essential for manufacturers. In the absence of a presence in retail shops, businesses hardly ever attain the high-level exposure or extensive distribution of products offered by retail outlets.

Retailers are capable of assisting your business by carrying out marketing services of a wide range, from direct promotion of products to customers to affording customers an opportunity to see and examine your products.

As a result of this considerable influence of the retailer, you must include your retailer in your market strategy as a tobacco business owner. This article aims to highlight the importance of the retailer and where they fit into your marketing strategy.

  1. Historical Importance

 In the business setups of the past, manufacturers had greater power than the retailers, according to a book, written by Dennis Adcock and Malcolm Sullivan, titled “Retail Marketing”.

Back then, if a retailer fails to do as the manufacturer demands – regarding the pricing of product, shelf placement, and in-shop promotions – the manufacturer may choose to not supply such a retailer and perhaps instead decide to work with the retailer’s competitors.

  1. Contemporary Retail Marketing

 In recent times, according to Adcock and Sullivan, economic, cultural and technological alterations have tilted the balance of power in the favour of the retailer.

For instance, the shopping data of customers can now be tracked by retailers and these data offer an essential consumer research source that is not directly accessible to manufacturers. Likewise, retail shops have launched in-shop brands which make them become viable competitors to major manufacturers.

Put differently, because retailers have improved their power and capabilities, for you as a manufacturer in the tobacco business, your ability to work with them has now become increasingly crucial.

Retailers fit in directly and significantly into your marketing strategy because you depend on them to be visible to your characteristic consumer.

  1. Retail Brands’ Power

Enterprises can consider retailers as links. Retail shops possess a brand which have a degree of importance to your consumers, and connecting your tobacco products with the appropriate retail brand could be the distinction between failure and success.

As a manufacturer of tobacco products, closing a deal with a recognized retail tobacco shop could mean a lot of exposure and a sudden surge in sales. The reason for this is because by placing your products in its shops, the retailer has guaranteed your business.

  1. Role of Retailers

 According to a book on the subject of retail promotion and branding as a decisive guide to getting the best ROI, written by Dennis Spillecke and Jesko Perry, typically, retail brands carry out three essential marketing roles.

First, each retail brand possess an image, and associating your business with that image is capable of helping you aim at the suitable consumers. Second, these retail brands assist consumers in processing information.

For example, a specific retail brand may let only one or two competing manufactures supply its shops, which suggests to consumers that it’s these manufacturers that are the best or most desirable in the industry.

Lastly, retail brands provide security to consumers, for instance, by allowing buyers to handle products physically and return purchases that are unsatisfactory. Therefore, because of all these significant roles, a retailer fits in directly into heart of your marketing strategy.