Distributors keep both brands and buyers happy?

by Nick Chan Digital Marketing Expert

What do brands want?

As a distributor, you are accountable for the sales you make for all your brand partners. To keep your relationship with them strong you need to understand what they expect from you. Next, you must fulfill these in the most effective way possible.

1. Detailed reports

Manufacturers & Brands are highly concerned about what you do with the products allotted to you. Your progress with these goods needs to be delivered to the brand regularly so they know what’s selling and what is not. Based on this, they will keep up or discontinue selling that particular product. Reports provide this kind of information which is related to sales, marketing, profits and expenses. With this, it is easy for them to build on their strategies, making you vital to their business.

2. Actionable insights

These are your inferences from reports created that must be conveyed to brands. You are expected to derive in-depth reports that explain customer behaviour. For example, while selling backpacks, you find that men prefer buying blue backpacks compared to women, who like black backpacks more. This can improve brand marketing techniques. Other insights include customer responses to promotions, sales on different retail platforms online and offline.

3. eCommerce marketplace management

To maximize your retail reach you are bound to sell for your brands on multiple online marketplaces. But, listing products, managing critical information such as prices, promotions, combo offers etc. is hard work, especially if you handle multiple brands. A single product may have 5 variants or more, each of which might have to be uploaded individually on different marketplaces. Now, imagine if a brand assigns 10 different products having 5 variations in terms of color, lengths, patterns and so on. Listing each is time consuming and tedious to do, but an essential part of your responsibilities.

4. Organised inventory management and delivery

Being a distributor means managing inventory for more than one brand. This can turn things upside down really quickly if all the brands and its products are not organised properly. Imagine sending the wrong product when an order is placed. It reflects badly on the brand and hence they do not want you hampering credibility. You also risk the chances of getting penalised and reviewed poorly by customers.

What do buyers want?

Today, consumers are shopping online everytime and everywhere. Buyers have become demanding in terms of service and quality than ever before.

1. Exclusive shopping experiences

2.Varied shipping options

3. Easy exchanges and returns

4. Stock availability

5. Correct product information

So, how to deliver on both fronts?

The above requirements are recurring in nature and need a systematic way to ensure they are met; especially in the current pandemic effect. As we lie in the stark reality of the global crisis, eCommerce has proved to be a game-changer in this crucial period.

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