Kirana stores continue to play a major role in India’s retail ecosystem. Even with the rise of supermarkets and quick commerce apps, the general trade channel still drives a significant share of FMCG sales across the country. That is why general trade marketing matters so much for brands that want to grow in the real India.
Every company that enters into a mainstream channel should have a long-term plan on how it will continue to work with the retailers after they get their products on shelves. Once a product gets its shelf space, companies should maintain their communication and relationship with retailers or risk losing the opportunity for a solid relationship with them.
Why Retailer Relationships Matter More Than You Think
The general trade business model is very different from modern trade, in which a single buying team makes all decisions about what to replenish. The owner of a Kirana store makes all the decisions regarding stocking, recommendations, and pushes for whatever is being asked for when a consumer enters and says, “Give me a good biscuit” or “What juice should I buy for my child?” At that point, they are making the sale and who they trust determines who will make those sales.
This is why retailer relationship management is at the heart of any good trade marketing plan. When a brand takes the time to build genuine relationships with its retail partners, those retailers become its best advocates in the marketplace, recommending its products, sustaining its inventory, providing a platform to promote its brand, and continuing to support you even when its competitors offer more financially attractive solutions.
Without the relationship, you are simply another item on the shelf; with the relationship, you are the brand that the retailer actively sells.
Common Challenges in Building Retail Relationships
One of the main issues facing a lot of Brands is ensuring that they are consistent. Brands can fulfil their base distribution activities, but there seems to be a lack of regular engagement with their retail partners as demonstrated by less frequent in-store visits, delayed delivery of promotional pledges, and non-existent support material as promised. Over time, the absence of consistent activity creates less trust and less confidence from the retail partner in the Brand.
Retailers notice all of these types of behaviours. Over time, they develop an impression of manufacturers who treat them as partners
(customers) rather than sales targets. If trust in general trade is lost, it is extremely difficult to reform it.
How Trade Marketing Drives Store-Level Loyalty
Good trade marketing isn’t just about running a promotion once per quarter; it provides retailers with a series of regular interactions throughout the year that build trust and appreciation for your brand.
Retailer Incentive Programs That Actually Work
A retailer has a compelling reason to favor your brand if they know you will provide them with incentives through easily understood trade marketing communications. Volume bonuses, loyalty rewards, and margin support are all examples of trade marketing; however, they need to be delivered on time and without hassle to be successful. Retailers talk; therefore, once your brand earns a reputation for paying on time and meeting its commitments, that word will spread quickly.
In-Store Visibility Demonstrates Brand Commitment
Counter displays, shelf stickers, and branded placements help retailers see the brand’s commitment to supporting in-store sales. It also allows the retailer’s customers to see which products are available for purchase. When visibility materials are well-designed and correctly positioned, they have a positive impact on the off-take from the retailer’s shelves; retailers are more likely to support brands that help them sell products more effectively.
On-Site Visits That Create Genuine Relationships
A representative who makes regular, consistent visits to a store will develop a lasting relationship with the retailer by promptly handling issues and notifying the retailer of any new schemes or products to be launched. Trust built through on-site visits gives retailers a reason to actively carry a brand rather than just put up with it.
Maintaining Consistent Product Availability
When a retailer is unable to sell a product to a customer due to stock shortages, this fundamentally harms their relationship with both the customer and the brand. The customer will go to a competitor for that product, and the retailer will lose trust in the brand. Brands that consistently have available stock foster a reputation for dependability and therefore, retain their retailers for the long haul.
How AKOI Supports General Trade Growth
AKOI’s trade marketing services focus on effective execution and measurable results at the store level. The company offers resources in all areas of trade marketing: Distributor Activation, kirana Marketing Services, Scheme Development, Field Force Management, and In-Store Visibility. All these efforts are focused on delivering measurable outcomes that drive secondary sales.
AKOI combines strategic planning with on-ground execution to help brands grow in competitive retail markets. Therefore, when a customer enters a new market, seeks to fix a poor distribution network, or would like to increase their share of market (SOM) in an existing market, AKOI can provide a complete solution.
Conclusion
Developing stronger retail relationships through general trade marketing requires ongoing effort, consistent and dependable execution, and a strong commitment to treating retailers as partners.
Brands that are successful at this create something that cash alone can never buy: a kirana owner who recommends the brand without being asked to do so.
Contact AKOI to develop an effective trade marketing strategy for the real world.