Of course every business and product has it’s own dynamics, but in general terms this applies. I would advise marketers to check their strategies and see how these major retailers fit into their plans. Honestly, unless you’ve reached a certain level of success big retailers could hurt your brand.
Pros:
- Move major units
- Increased distribution
- Increased visibility
Cons:
- Loss of control in the sales process
- Dilution of your brand
- Hurt by retailer sales
- Possible inconsistency with your brand’s identity
At the end of the day, it’s something all marketers of consumer products should take heed to, especially those of small niche products/brands. You may increase sales at the risk of diluting your brand’s essence and identity. What’s more important to you?
Act Accordingly.
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About Dewane Mutunga
Hey Dewane,
It does affect the smaller businesses to compete and build their own following with the large retailers out there in force. I think the personal touch can be a big factor in your success. Loyalty because you care about them. Again, personal relationships are key to any and all businesses.
Thanks,
Val
You touched on something that I think is key, personal touch. It's easy for the personal touch/feel to get lost when dealing with these major retailers. Unless you have a substance budget, niche brands don't have the capital to pay for in-store displays & such. This puts them at a major disadvantage from a branding standpoint.
Dewane,
I got to agree with Val, its all about the personal relationship to make any small or large business thrive, the only way by doing that is rolling your sleeves up and start shakin hands (in our case emailing, commenting, and skyping)
Great post and video~
Kyle Nelson
~Customizing, Personal Development, & Marketing Tactics~
Hey Dewane,
I agree with Kyle and Val, it is all about the relationships you can build either directly with your customers or through your brand. It is lost these days in most big businesses.
Thanks for sharing this with us all.
Make it a great day!
God Bless!