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Building strong connections between brands and independent retailers is crucial to the success and continued growth of the convenience channel. Human interactions can forge strong relationships, but geographical or financial constraints from brands can mean that the interactions are less frequent, if at all.
This presents a challenge: how can brands meaningfully connect with busy retailers outside of traditional face to face contact? The answer lies in leveraging digital tools and platforms that increase frequency of interactions, creating unprecedented opportunities for brands to scale their reach and engagement.
In today’s fast-paced world, retailers are busier than ever and they are calling out for more effective and efficient ways to interact. Utilising digital means that even the smallest or most remote retailers can benefit from equal engagement opportunities.
Digital tools like the *shopt app to provide retailers with a fast and effective way to maintain strong relationships with the brands that matter to them. Since launching in 2018, the *shopt app now services more than 19,000 retailers, offering access to a variety of brands across the categories. Retailers regularly feedback that having access to multiple brands in one place is a real advantage, saving the additional time of logging into several different apps.
Natalie Lightfoot, who runs Londis Solo Convenience in Baillieston, Glasgow, is a prime example of a busy retailer, who is embracing the advance in digital brand communications. Of using the *shopt app, Natalie says; ‘It helps me stay up to date with the latest promotions and relevant products to boost my range and earn rewards at the same time.’
‘The great thing about *shopt is even if you are not in store all the time, you still get to connect with all the brands and stay on top of what you need to stock. One of the best features for me was being able to add new staff members, so even when I’m not in store I can still claim rewards. It’s a game-changer for a busy retailer like me.’
You can hear more from Natalie on how she utilises the app to benefit her store by clicking here.
Tools like *shopt allow engagement with brands, on retailers’ own schedule. Retailers can access information and explore promotions after hours or during quiet periods, avoiding disruptions to their day-to-day operations. In fact, more than 16% of interactions on the *shopt app occur after 8pm and before 7am.
Brands can use digital tools to notify retailers about new offers, stock updates, or product launches. This ensures that critical information reaches retailers instantly, without delay. By offering consistent, tailored interactions, brands can build trust and loyalty among retailers. Digital tools also provide brands with valuable data on retailer preferences and trends, enabling more strategic decision-making, and allow them to deliver personalized recommendations or offers, making their engagement more relevant and effective.
In a time-poor world, digital tools are the key to fostering seamless collaboration between brands and convenience retailers. As convenience retail continues to evolve, brands must adapt to meet retailers where they are—online. Digital tools are no longer a “nice-to-have” but an essential component of brand-retailer relationships.
By embracing this digital transformation, both parties can achieve greater efficiency, stronger relationships, and mutual success in an increasingly competitive landscape.
*shopt is a part of CPM international, a sales outsourcing and brand experience agency. To find out more about the *shopt app, or CPM’s services click here.
