Entrepreneurs who have a product that is distributed though a traditional outlet channel, often overlook some very vital points to consider before distributing. They are often so worked up that their product is out in the marketplace that they forget to ensure that their product is being seen the right way in the consumer's eyes. Along with that, they could be using that inventory better though a channel with a higher turnover. If you have created a product and are planning on beginning placement of your product (or if you already have placed your product), do not overlook these vital questions:
Scientele
Is there self-image congruency (fit between self-image and store image)
Is the store person's lifestyle aligned with the buyer's.
Is there appealing to the appropriate social-class?
Inventory / Merchandise
Are the products quality?
Is there a wide selection or assortment?
Is the style or fashion considered innovative or modern?
Customer Service
Is the salesclerk service top-notch or just scraping by?
Is merchandise return, delivery service, phone ordering, and credit policies easy for the consumer?
Facilities
Is the channel conducive to the preferences of my target buyer?
Does it lack accessibility (eg elevators and ramps)?
Does it have proper lighting for an effective display?
Does it carry convenience to keep buyers around the product (eg air conditioning or rest rooms)?
Is the store layout give a shopper the ease (eg aisle placement and width)?
Do the aesthetics match the products of the store (eg flooring and architecture)?
Convenience
Is the location ideal for your target consumer?
Is parking accessible and sufficient?
Sales Promotion
Are there enough sales promotions to keep the distributor's traffic high?
Is the store or your product advertised enough?
Are there displays with your product or complementary products?
Store Atmosphere
Is there an atmosphere in your distribution channel to keep the buyers in the store and want to come back (eg feeling of acceptance, appropriate music for the consumer demographic)?
Distributor Feel and Brand
Is the brand cutting edge and your consumer more conservative?
Is the distributor know with a bitter or a stellar reputation?
Post-Transaction Satisfaction
Are the returns and adjustments policies favorable to the buyer?
Do the products have guarantees or warranties?
With these criteria set in place you begin to see how the purchase of your product takes on a more favorable experience to the consumer. When the consumer is satisfied, that appeal to others hearing about it will go way up. This can be key to making your product sell.