In the evolving world of retail, brands play a crucial role in capturing attention and customer loyalty. However, there are several challenges that retailers face when working with brands. By understanding what retailers truly want, brands and marketing teams can forge strong partnerships that drive success in the competitive retail landscape.
In this blog, we will explore some of the common problems retailers face and discuss effective solutions to address them.
1: Lack of Consumer Education and Awareness
One of the key challenges that retailers face is the lack of consumer education and awareness about products. Many brands assume that consumers are already familiar with their offerings, but this is often not true. Without proper education and awareness, consumers may overlook or misunderstand the value of a product, leading to lost sales opportunities.
Like many smartphones manufacturers companies do not put out features, properly market their product, and don’t inform retailers about the features.
Solution: Prioritize Education and Information
Brands must prioritize consumer and channel partner education and information circulation to address this issue. It can be achieved through various channels, such as informative blog posts, engaging social media content, and bite-sized educational videos. By providing clear and concise information about the product’s features, benefits, and unique selling points, retailers can empower consumers to make informed purchasing decisions.
Along with it, brands can train channel partners on how to attract consumers and not only make sales but make them loyal to the brand.
2: Lack of Product Identification
Another challenge retailers face is the difficulty consumers face in quickly identifying a product. It can happen when the packaging or branding fails to communicate the product’s purpose or category clearly. When consumers cannot easily understand a product, they are less likely to engage with it or make a purchase.
Beef or Chicken what it is? That’s what everyone asks.
Solution: Clear and Distinct Packaging and Branding
Here, brands and marketing teams should create clear and distinct packaging and branding that clearly communicates the product’s identity. It includes using descriptive product names, incorporating visually appealing design elements, and utilizing color schemes that align with the product’s category. By ensuring that the packaging instantly conveys what the product is, retailers can enhance consumer engagement and facilitate quicker purchasing decisions.
Brands should help their retailers with setting up shops and product display arenas. They can incorporate AI solutions to gain precious insights.
3: Lack of Effective Marketing and Value Perception
Many retailers struggle with products that either lack effective marketing or fail to provide sufficient value to the mass consumer. In some cases, the marketing efforts may be too limited or targeted towards a niche audience, missing out on the broader consumer base. Alternatively, the product’s perceived value may not align with its price, making it unappealing to the mass market.
Solution: Comprehensive Marketing Strategies and Value Communication
To address this challenge, brands and marketing teams must develop comprehensive marketing strategies targeting niche and mass audiences. It involves conducting market research to identify the key target segments and designing marketing campaigns that resonate with their specific needs and preferences.
Brands should emphasize the value proposition of their products through persuasive messaging, highlighting unique features, benefits, and competitive pricing. Retailers can enhance sales and brand visibility by effectively communicating value and reaching a wider consumer base.
Also, brands should collect data from all retailers about inventory and individual product performance. This way, they can determine the performance of every product and marketing effort.
4: Lack of Functionality Clarity
Retailers often encounter products with packaging that fails to clearly convey the product’s functionality or differentiate it from similar products. When consumers cannot easily understand how a product works or what sets it apart, they are less likely to purchase.
Cans are useful for drinking products, where you just have to crack open the lid and start drinking. Here, the packaging from the company failed as cans can’t be used for spraying.
Solution: Informative and Differentiating Packaging
Brands should create informative packaging, pamphlets, advertisements, and social media awareness that clearly communicates the product’s functionality and unique selling points. It can be achieved through clear and concise product descriptions, visuals that demonstrate product usage, and comparison charts that highlight the advantages over similar products in the market. Retailers can increase consumer confidence and drive sales by providing consumers with a comprehensive understanding of the product’s features and benefits.
In the competitive world of retail, brands play a pivotal role in driving consumer and channel partner engagement and sales. By understanding the challenges retailers face and implementing effective solutions, brands can form strong partnerships that lead to success. Addressing these problems is crucial for capturing customers’ attention and driving sales.
Brands should use better marketing strategies to reduce the problems of their retailers. To know more problems on the ground, they can conduct regular meetings. Conducting in-person events is very hectic and expensive. So, the best option is virtual events. Almonds AI is one of the leading platforms in the virtual and hybrid event industry, along with loyalty rewards management. It has increased channel partner engagement and the efficiency of loyalty rewards programs for more than six years, which ultimately leads to an increase in sales.