Retailers Forum May 2021 EMAG

FORUM WORKSHOP forumworkshop
FRONTLINE OBSERVERS
As a retailer, your primary value to your suppliers
is in creating a marketplace for their
products. Without stores stocking and selling
its products, a supplier would be forced to develop
some alternative system to reach the consumer.
The expense involved would drain her
resources, demanding more in staff and expenditures
than she could afford. Even then, she
couldn’t hope to place her products before as
many consumers as she could with a national
network of independent retailers carrying her
products in every town and city.
One problem with the suppler’s use of distributors
and dealers is that she has little direct
contact with the end users of her products.
Some suppliers strive to offset that knowledge
gap through extensive market research and
consumer focus groups.
Nevertheless, it’s you, the retailer,
who mans the front line
in the consumer market. Day
in, day out, you’ll observe
firsthand what shoppers are buying, and why.
Long before the marketing departments at corporate
headquarters sense a new market trend,
you’ll know consumer attitudes have changed.
Your insight can be of immeasurable use to
suppliers, enabling them to fine-tune their
products to the changing consumer tastes. Its
value will become even more important as new
computer technology allows you and other retailers
to track developing trends with the cold
precision of science.
continued...
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MAY 2021 | RETAILERS FORUM MAGAZINE