Defend Against Delisting!
In late 2015, supermarkets announced plans to slash their product lines by as much as 30%, which meant hundreds, if not thousands of brands faced the possibility of being delisted.
Dionysius (II) was a fourth century B.C. tyrant of Syracuse, a city in Magna Graecia: Consider him to be a large supermarket chain of today.
To all intents and purposes, Dionysius (the supermarket) was exceptionally wealthy and comfortable, with all the different products money can buy, tasteful clothing, electrical items and delectable food. He (the supermarket) even has court flatterers (suppliers) aplenty to inflate his ego. One of these suppliers however, was the court sycophant Damocles – does this sound familiar? Is it in fact YOUR brand today?
One day Damocles (the supplier) complimented the tyrant (the supermarket) on his abundance, stature and power. Dionysius (the supermarket) turned to Damocles (the supplier) and said, “If you like the look of my life so much, why don’t you try it out?”
Damocles (the supplier) was quick to agree to such an offer, and so Dionysius (the supermarket) ordered everything to be prepared for Damocles (the supplier) in order for him to experience life as Dionysius (the supermarket). Damocles (the supplier) was thrilled, and was enjoying himself immensely…
… that was of course until he noticed a sharp sword hovering over his head, suspended from the ceiling by a single horse hair. This, the supermarket explained to the supplier, is what life as a retailer is really like.
Alarmed, Damocles (the supplier) quickly revised his idea of what constituted as a ‘good life’ (trading relationship) and asked to be excused.
The moral of this tale? When it comes to successfully trading with today’s supermarkets – you need to really understand them. To do this, you need to understand their customers and what they want and expect. Only then, are you in a position to offer genuine, intellectual value and thought leadership – something that goes way beyond trading terms and becomes a valuable asset in reducing the likelihood of your brand being delisted (being one of the brands removed from supermarket aisles).
With so many brands facing the possibility of being delisted, giving the same tired old reasons for remaining on the shelf isn’t going to cut it. You must demonstrate how you can be a real benefit to the retailer in their fight for their share of the market – by being a product or brand that shoppers continue to buy.
Shopper Understanding = Share of the Market = Not Being Delisted.
For more information on how you can stand out to shoppers (and retailers) take a look at the Brand Research section of our website, or simply get in touch. My name is Phillip Adcock and I, along with my team here at SBXL can help you to understand what shoppers want and how they behave. Call us today on 08707 66 99 74