In Print » August 2010 » Departments » IHA

As we travel to shows and get the opportunity to visit with independent retailers, they tell us that they rely heavily on their manufacturers’ reps to make their business successful. Suppliers also rely on reps to help them succeed with independents. But what are the rules of the road? What should each party expect of the other?

To support the gourmet industry in better defining those roles, the International Housewares Association’s Gourmet Trade Development Council set out to create a best practices document that clearly defined the responsibilities of suppliers, reps and retailers to one another.

The Council reached out to retailers including members of IHA’s Gourmet Retailer Advisory Council and created a Rep Council consisting of best-in-class organizations who serve the independent retail community. The Rep Council asked each party in the relationship to put specifics to the roles of each party. Retailers shared their most successful business practices as well as a list of their expectations of both reps and suppliers. Reps and suppliers did the same.

The result of that effort is now available in the recently published “Best Practices for the Gourmet Industry,” which is available to the industry at no charge at www.housewares.org The document, in addition to detailing specific responsibilities of each party, also quotes retailers, reps and suppliers on their best practices and expectations.

High-Functioning Reps Make a Big Difference
In our conversations with retailers and suppliers, it was clear that manufacturers’ reps play a pivotal in the success of independent retailers. When it came to defining what they expected from reps, these retailers shared that their best reps performed these duties:

• Placed orders promptly and accurately.
• Assisted in managing store inventories.
• Shared promotional and deal information.
• Shared new product introduction information.
• Demonstrated for, serviced and trained retailer staff.
• Offered annual (or regular) business reviews.
• Tracked all orders and inform retailer of any changes.
• Worked with retailer on credits and mis-shipments.
• Notified retailer of backorders and their status.
• Assisted in meetings with principals at trade shows and markets.
• Communicated retailer needs and requirements to supplier.
• Kept retailer alert to trends and local competition.
• Knew the territory and retailers, specifically in small towns where it is important to differentiate in product selection and promotions.

Of his relationship with his reps, Larry Oates of KitchenArt in West Lafayette, Ind., says, “I really consider reps to be partners in business. Without them, I don’t have the information to be profitable. Without me, they have no commissions. Working together, we can maximize our success.”

In other sections of the report, suppliers and reps share their best practices and their thought on the gourmet business.

In addition to the document, each party also asked that we provided a tool based on the document contents that can be used as a mutual evaluation tool and can be shared at strategic planning sessions. Retailers have suggested that this tool will offer them an efficient way for evaluating the performance of their partners and allow their partners to share how they are doing as well.

Thanks to the Contributors
IHA would like to thank each of the contributors for their time and attention to this important effort. They include:

Gourmet Trade Development Council: Sharon Bounds,William Bounds, Ltd.; Frank Brady, Brady Marketing; Evan Dash, Prepara; Linda Graebner, LG Associates; Robert Laub, Harold Import Co., Inc.; Alex Lee, OXO – Helen of Troy; Daniel Oehy, Swissmar; Melissa Palmer, All-Clad Metalcrafters, Groupe SEB USA; Bill Reibl, Progressive International Corp.; Bruce Roberson, KitchenAid; Scott Severinson, Wusthof-Trident of America, Inc.; David Shull, Jura Capresso, Inc.; Philippe Trudeau, Trudeau Corporation; and Katherine Waymire, Talisman Designs.

GTDC Rep Council: Robin Campbell Stoeck, Campbell Associates; John Grob, J. Grob and Associates; Ben Johnson, Reid & Johnson; Kent Kulovitz, Kulovitz & Associates; Frank Brady, Brady Markeing; Debi Wise, Debi Wise & Associates; Kevin Anderson, Synergy Sales Associates; Don Bulkley, Bulkley and Associates; Jeff Norling, Norwest Marketing; and Stuart Burge, Marketing U Inc. Gourmet Retailers: Dominic Cimilluca, Dominic’s Kitchen Store; Laura Havlek, Sign of the Bear Kitchenware; Doug Huemoeller, Kitchen Window; Janis Johnson, Gourmet Catalog Buying Group; KC Lapiana, In The Kitchen; Mary Moore, The Cook’s Warehouse; and Lawrence Oates, KitchenArt.