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Offering appropriate variants, packs and case sizes of products can be beneficial to retailers.

This article states that gaining real traction with retailers requires a deeper understanding of their customers’ insights followed by responding to those insights by customising what the brand has to offer. And so, sellers must offer a customised range to retailers in the way of appropriate variants, packs and case sizes.

Sellers must also offer customised marketing support and begin by understanding the marketing toolkit shared by retailers. Efforts could include store advertising, trolley advertising, car park banners and PA announcements.

They must also inform retailers how many of the customers can be reached by their media, and exhibit how their marketing message is relevant to retailers. Sellers must customise their engagement with the retailer and have the right people facing the right retailers.

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[4 minute read]

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