No One Profits When No One Communicates
This should seem like common sense. Yet many retailers and manufacturers have been quite vocal about the lack of trust and understanding between the stakeholders in the supply chain. Independent retailers believe that manufacturers don't care about their opinions unless they are a multi-store, multi-million dollar business. The result has been product that is not fulfilling the needs of consumers and frustration over supply and other issues. Most manufacturers simply do not have the time to approach each and every retailer individually. The result has been lack of retailer support and excessive problems in the field. No one profits when no one communicates.
Let us set the record straight. Manufacturers want to know what retailers are thinking. The more retailers that give manufacturers feedback the higher the probability of effecting change. Retailers DO want to know what manufacturers are thinking, especially in terms of new products, marketing and promotions.
Manufacturer reps and distributors can help play a role in improving communication. The first and most obvious point is to be sure that you have consistent and continuous communication with these vital links. In many cases they are the main conduits for communicating throughout the supply chain.