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Manufacturers

Manufacturers

Few products are as well-represented at retail as manufacturers would like. Retail sales associates aren’t always available when consumers need them, or they fail to deliver an effective product pitch (often they don’t clearly understand the product features and benefits themselves). Worse, they sometimes steer potential customers toward competitors’ products or intentionally down-sell them.

Product manufacturers invest substantial sums on advertising to target customers who may have an interest in buying their products; yet most manufacturers lack a direct line of communication with their most valuable audience – shoppers who are looking at their products at the point of sale. Studies show that even when consumers research products in advance, most make their final purchasing decisions at the point of sale and those who connect with a product advocate are more likely to buy and will spend more than those who don’t. Investing in displays and retail sales training can help, but those are expensive solutions with substantial limitations.

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