As we strive to build the best software possible, we relentlessly pursue a deeper understanding of what specialty retailers want from the brands they work with. It’s a moving target, which means it’s important to keep having that conversation.
We all know that adapting is necessary, especially this year. Our industry has had to react and create new business models due to the market changes brought on by COVID-19, but it’s essential that brands work to protect the core needs of their retailers
We surveyed 6,500 specialty retailers regarding their opinion of the importance of physical trade shows and what their recent experience has been with digital or virtual stand-in events.
Here are some key takeaways from that research.
Entirely Digital Shows Did Not Leave Retailers Satisfied
The experience that retailers have at entirely digital shows leaves something to be desired. They missed the ability to see and feel the product in person, and felt that too few of the brands participated.
“Nothing is like a real show. Virtual does not let you see and touch and feel.”
Retailers Want Physical Contact With Your Products During The Buying Process
Retailers find it harder to make buying decisions without being able to physically interact with the product. It’s difficult to get a feel for an item without being able to touch it and see it in person.
“I love to touch what a product feels like and how it hangs on a body and what the actual color is.”
Retailers Want Continued Participation By Brands At Trade Shows
Brands are currently driven to go virtual due to the COVID-19 pandemic, but it’s still critical that they show up. And as we eventually shift back to a more in-person model again, retailer’s are going to want to see their brands face-to-face on the show floor.
Specialty Retailers Are All In On Physical Trade Shows
We aren’t there yet, but most retailers have stated that they look forward to the return of physical trade shows, and plan on attending to the same degree they did before the pandemic.
So while we’ve all had to adapt our strategies and come up with new best practices as we navigate a largely virtual world, it’s going to be key to not lose sight of what your retailer’s want in the future. The solution to today’s challenges will create an opportunity to integrate new technologies into the sell-in process, but ultimately shouldn’t be seen as a replacement for the kind of relationships that can be built by attending in person trade shows. And in the meantime, find ways to get your physical product in front of your buyer’s during sell-in. It’ll make your brand stand out even more.
By: Jon Faber
Chief Executive Officer
Jon has specialized in pushing the Wholesale B2B landscape forward for the past 8 years by championing feature innovation and generating high volume, high value content for forward thinking footwear and apparel brands.
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Envoy B2B is a wholesale content and eCommerce platform for your entire team. Our tools and services are designed to help you create dynamic content, increase your speed of sale, and bring you closer to your retailers. Envoy B2B provides the technology you need to empower your sales reps and support your retail channel.