According to Nielsen, opportunities may ultimately be won or lost in the store, and marketers need a strong activation strategy to generate awareness and trial.
The same report "HOW SHOPPERS LOOK, WATCH AND LISTEN FOR NEW PRODUCTS" GLOBAL | 20-07-2015", indicated that in relation to earned advertising, consumers still rated "Saw it in a store" high at 48%, and "Received a free sample" in decline at 31% (-25% 2012).
Despite this, there is a disproportional amount of marketing dollars being invested into B2C product trial programs when compared to similar B2B retail programs.
More information can be found at: http://www.nielsen.com/au/en/insights/news/2015/how-shoppers-look-watch-and-listen-for-new-products.html
For consumers there is a growing frustration that they may trial and like a product, but are unable to find the product in-store. This is magnified in the independent channels or regional areas, where a supplier has not addressed the broader market or necessary distribution channels.
Ultimately this can lead not only to consumer frustration but potentially damage brand equity.
What most marketers do not understand is that when they engage with retailers they are also engaging with their potential consumers.
Just look at what our members are saying.
Stock Box is great! Even though some of the products are not relevant for my business, it is relevant to my home. Now I know of the products to look out for.
Even though some products aren't great for my business directly, I have now used them at home and already recommend them to friends and family, thanks Stock Box!
Overall myself and the staff where very happy with the box, although some products did not meet our business needs they where of interest to myself and staff.
According to the Australian Retailers Association, independent retailers for convenience, petrol and newsagents employ around 60,000 staff nationally, with the average site accounting for around 10 staff.
So when you think about it, when you advertise your products to retailers, you are potentially advertising to 10 potential consumers at every point of engagement.
For Stock Box, all products presented through the box are currently reaching 1,300 potential new businesses, with the added benefit of reaching a further 13,000 potential new customers who work in those businesses.
Thanks for reading
Craig Matthews is the MD of Stock Box, with over 30 years industry experience in retail development, specialising in independent retail programs.