Page 38 - Strategic Marketing Complete
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SUPPLY CHAIN
Integrating merchandising
and the supply chain
whether consumers are looking for partners to help merchandising into the distribution
are shopping online them navigate multiple paths-to- value-chain. He points to Smollan
as an example of “one company
purchase and means of fulfilment,
or in-store, products says Michael Smollan, Chief Growth being appointed to manage the
need to be seamlessly and Innovation Officer at Smollan, movement (distribution) of product
an international retail solutions
(brands) and to bulk-break and
distributed and brands company. pack the product on-shelf (against
merchandised. It’s not “In the African context, this a merchandising plan) in the
respective retail environment,
surprising then, that has been driven less by omni- whether locally, or cross-border into
integration across the channel retailing, and more by the Africa”.
complexity of cracking distribution
supply chain is a key into Africa,” he says. “This can be “Brand merchandising is an integral
element of the route to difficult due to the dominance of part of brand existence and brand
independent trade – multiple small,
success,” says Page-Lee. “Without a
market, writes Glenda often unregistered operators – as well-developed and highly effective
Nevill. well as political and regulatory brand merchandising strategy,
requirements.”
a brand will not stand out and
attract the attention of consumers
uppliers globally are Craig Page-Lee, founder of – whether it is an FMCG product,
seeking to capitalise on the independent marketing and or a top-end motor vehicle. Entire
opportunities presented by an communications consultancy, d-cifr, industries have been built around
omni-channel retail environment, says it’s no surprise that the supply the need for brand merchandising,
where retailers and brand owners chain industry has incorporated and large successful organisations
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