We've been having an interesting discussion here at kbbreview towers on what product information is actually useful to retailers when we write about the latest launches to the market.

Clearly the functions, dimensions and aesthetics are important but I think they're mainly about specification into actual designs and projects. That information is also important for keeping up with the latest technology and which brands are doing what - like induction hobs, or low volume flush for example.

But given the technical information, what exactly do retailers want to know about a new product or supplier before they take it on and put it in on display in their showroom? That is, after all, the goal of every manufacturer.

We asked this of one prominent retailer and this was the list he came up with:

• What can I sell it for and still be competitive?
• Who else sells it on my patch?
• Can I get a free display?
• Can I get a rebate on sales at the end of each year?
• Can I get settlement on the invoice for paying early?
• Will the supplier drive website users to my web site and showroom?
• What incentives can I pass on to my sales staff?

This is fascinating because the acceptance that a product is good is only the start of the process of deciding to commit to valuable showroom space and yet the provision of this crucial information is still, it seems to me, something of a black art. It's a conversation that often takes place between a rep and a retailer rather than something which is advertised or promoted as genuine benefits.

 

I'm always surprised that more trade advertising campaigns by suppliers aimed at independent retailers don't even acknowledge the kind of questions listed above, let alone provide answers to them.

 

Once the rep is in front of the retailer these are the questions that get answered of course, but are they missing a trick by not being more open and transparent right from the beginning?

 

Would you be more likely to contact a supplier if it looked like a great product and said 'free display offer' in a prominent position?

 

Or is it all about different terms for different retailers depending on the business at hand.

 

So what do you look for before you decide to take on a new product or supplier? 

 

Let me know - andrew@kbbreview.com