Bias and out-dated information and planograms from supplier websites for convenience store owners are probably harming retailers’ sales, a new report suggests.
The research by MTJ PR, which represents many leading brands found in local shops, analysed 15 of the biggest websites for stores by confectionery, snacking, tobacco, chilled and household goods suppliers, and found “evidence of bias” on every site.
Examples included planograms that “ignore” important products from rivals, give the supplier’s own lines more space than they deserve and “discredit” fast-growing areas by focusing only on the areas where their own brands operate.
The most-common problem identified was out-of-date information, with planograms often “three or more years out of date” and even based on pandemic-driven trends that are no longer relevant. This also means new products from all brands were often missing.
In one instance, spotted by Better Retailing, Ferrero failed to renew its website domain for its Your Perfect Store programme, with records suggesting the website was offline for nearly a month before the issue was corrected earlier this week.
The report also criticised most supplier websites for failing to mention a single independent retailer, while many others use “the same faces that the trade press has been quoting for 10 years or more”.
MTJ claimed this “creates the feeling that there is a big club of top independents that get support from suppliers – and if you’re not in it, this support is not for you”.
The report also sought the views of eight convenience store owners. Scott Graham, of McLeish in Inverurie in Aberdeen, said: “I always look at brands and think: what’s the value to my business? Some websites just don’t offer that value. Most say we have to stock X, Y and Z, but never explain why.
“We don’t use any supplier websites because it’s challenging remembering all the log-ins and site addresses, and we just don’t have the time. We also find these websites are biased towards their own brands and there’s no wider category approach.”
Dee Sedani, owner of One Stop Matlock in Derby, added: “Suppliers need to offer impartiality with all their advice, which many don’t.”
Several retailers featured said brands need to provide more incentives to stores, such as giveaways, rewards and competitions.
MTJ director Claire Murgatroyd summarised: “The past is littered with discarded and forgotten digital trade initiatives.”
These are “now gathering dust and forgotten, or taken down completely”.
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