I was fortunate enough to be invited to speak at the SWA conference that took place in mid June. This is always a good, informative conference with friends and good company. My speech revolved around the inter-relationship of suppliers and wholesalers and how both parties fail to work together as closely as they could, primarily due to the corporate internal conflicts and goals, which are at odds with the requirements of our category, and wholesalers in a general sense, chasing the deal without necessarily delivering value on the promotions made at the time of negotiation. In addition, there is, of course, the independent retailer believing that by not promoting they make more money than actively promoting when, in fact, the promotional profile within the independent retail store would actually generate consumer confidence regarding the competitiveness of that store rather than the overall retail market place.
I believe the contents of the speech were warmly received, however, as usual we had a mix of people who did not believe that any of the content applied to them. However, as I kept reminding everybody, this situation applied to everyone present in that room and it was important that they recognised that situation and went back to their businesses to see what could be done to make the relevant changes.
There is a Powerpoint presentation available. If you would like it, please request it through the comment section, leaving your email address.
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