Follow the money

How are you reaching out to retailers who can’t make it to your booth or showroom?

You’ve probably heard this one before but it bears repeating: Why do thieves rob banks? Because that’s where the money is.

And in children’s wear these days, the money is spread across the country. It’s no longer enough to pitch a tent at a trade show or two throughout the year. As retailers choose to economize by skipping markets and continue to order fill-ins from trusted vendors, it’s imperative for manufacturers to devise ways to allow buyers to shop from their stores or homes around the clock. Just as retailers with ecommerce sites are more apt to capture additional sales thanks to the sheer convenience, vendors that make buying easier are positioned to grab more market share in these penny-pinching times. One crafty multiline rep has opted to send travel-averse retailers CDs filled with their product images after noticing that market attendance had dropped, especially from outlying areas. Whether you use the mail or the Internet, there are a few musts you have to observe:

–product images must be clear (and possibly show different angles)

–colors and sizes must be shown and/or listed

–all caveats about prepacks, deliveries, etc should be explained

–order forms must be easy to use and submit and result in quick deliveries