Finding Your Strengths In Dealer Relations
Whether you are analyzing any retail market in the country or class of trade, retail is changing in front of our eyes. The average consumer today is far more educated and very selective of the merchandise they purchase and whom they purchase it from. Where consumers purchase their products today and in the future is completely different from just a few years ago. Part of the changing retail climate is due, in part, to consolidations and mergers or accounts closing their doors. Mass merchants such as Target to Warehouse Clubs like Sam’s Club, are rapidly changing territories in all product categories, from electronics to food. For those examples, as well as countless others, dealer relationships will be far more pivotal than ever in years ahead.
Contemporary Marketing’s number one belief in our business equation is key account relationships. Our capabilities to strengthen these relationships by bringing the retailer and vendor close will be monumental for everyone’s growth. Ideally, the most important objective is to create an orderly marketplace and to continually increase our shelf space within our retailers.
The second part of CMI’s equation is a Turn Key Program for our partners. What Turn Key illustrates is the ability to keep a department fresh by offering special purchases and promotions on a 60-90 day basis. This in turn gives the consumer a reason to keep coming back to the retailer for additional values. This does not affect their daily business and is an excellent avenue for additional dollars. Many key companies are executing these programs with their retailers. These concepts build relationships into our partnerships and establish loyalty.
