How SMEs can increase product placement using stockists

In the volatile retail market competition is high, shelves are limited, and consumer tastes are always changing. Breaking into the retail industry may be a challenge for small and medium-sized firms (SMEs). 

It might be difficult to persuade a stockist to believe in your product and allot you extra shelf space, but it is critical for scaling up and reaching a larger client base. A symbiotic connection exists between an SME and a stockist: 

To achieve this collaborative relationship, however, strategic preparation, a compelling presentation and a grasp of why stocking at the proper place and time are critical. Entrepreneurs who begin on this route must understand that not all stockists are created equally. 

The correct shop may have a big influence on product exposure and sales. A suitable stockist boosts brand credibility and certifies product quality in the eyes of customers. As a result, recognising the significance of strategic alliances with the appropriate stockists become critical for SMEs seeking to flourish in the competitive retail sector. I've covered why SMEs should consider stocking at the appropriate shop at the right time for their business to develop.

Identifying a specific audience

This is crucial in the strategic positioning of items in the appropriate shop at the right time. This factor is critical for SMEs looking to acquire shelf space and increase sales.  

Understanding the target audience enables SMEs to assess the relevance and potential demand for their product in a particular market group. 

Finding a retailer that caters to this population increases the probability of the product resonating and being in demand greatly. It guarantees that the product meets the needs, tastes and purchasing habits of the people who visit that store. Targeted audience reach allows for more effective product placement within the store. 

SMEs may plan where their product would fit best within the retail layout, ensuring it is clearly displayed and accessible.  When marketing and promotional efforts are tailored to a certain target, they become more effective. Knowing your target consumers' demographics, hobbies and habits allows you to create engaging marketing campaigns that speak to their needs and preferences. 

Alignment of brands

Associating with the appropriate stockist boosts brand credibility. A suitable stockist who shares similar beliefs or targets a comparable client group establishes a link that may dramatically increase consumer confidence and perception. This alignment is critical for SMEs looking to obtain shelf space and efficiently drive sales. 

Choosing the proper shop for your company guarantees that your items reach the intended audience. Understanding the demographics, tastes and purchasing habits of the store's customers will assist in ensuring that your items are appealing to them. Placing your items in stores that reflect your brand's image, values and messaging aids in consistency. 

It strengthens your brand identification and guarantees that clients see your items in line with your overarching brand story.  

Associating your brand with respected and relevant stores increases customer credibility and confidence. Customers are more inclined to trust the quality and authenticity of your items if they can find them at stores that adhere to particular standards.  Stocking your items at the correct moment, particularly during peak buying seasons or trends, increases your sales potential. 

Sales and exposure

Stocking at the appropriate moment is just as important as selecting the proper shop. Placement of items during high-demand times or seasonal patterns can boost sales and awareness, boosting the product's effect.  Product placement in the appropriate shop at the right time may have a major influence on sales. 

During peak shopping seasons, targeting high-traffic locations or establishments frequented by your target demographic might result in greater sales and income for your company. Being in the right place at the right time increases brand visibility. 

It exposes your items to a larger audience, perhaps drawing new buyers who may not have heard of your brand. Increased exposure can lead to increased customer brand identification and recall.  

Access to the appropriate retailers at the right times helps SMEs to enter new markets. It assists in extending the client base by reaching people who may be interested in your products but have not previously been exposed to them. 

Relationships for a long time

Establishing a strong connection with a stockist is a collaboration, not a one-time purchase. Consistent communication, keeping commitments and responding to market movements establish a long-term collaboration that benefits both sides.  

Long-term partnerships guarantee that products are consistently placed. It ensures that your products have a consistent place on shelves, allowing buyers to count on finding your things at these retailers on a regular basis.  Building trust and rapport with retailers can lead to the company being a preferred partner. 

Benefits of this status may include excellent shelf space, prominent displays and superior location within the shop, enhancing exposure and sales potential. Over time, a solid relationship between the SME and the retailer builds mutual understanding.  

This knowledge allows for greater coordination and synchronised stocking tactics by anticipating each other's requirements, preferences and market trends. Long-term partnerships frequently pave the way for collaborative marketing activities. Collaboration with the shop on campaigns, promotions or events may greatly increase product awareness, drawing more consumers and boosting sales.  

The writer is a lecturer/SME Industry Coach, University of Professional Studies Accra
Email: ayiku.andrews@upsamail.edu.gh
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