Natural products retailers have long relied on a knowledgeable staff to lure consumers who might go elsewhere if shopping purely on price. It's not surprising, then, that many natural products manufacturers have well-developed retailer education programs. By providing retailers and their staffs with training videos, in-store presentations, product literature and free or deeply discounted product, manufacturers give retail stores the tools to both increase sales and educate customers, or so the thinking goes.
Education is especially important with supplements and personal care products.
The ability to answer questions can set a natural products staff apart from the crowd. Rick Wesselhoff, public relations coordinator for Sedona, Ariz.-based Symbiotics, a colostrum manufacturer, says that retailer education is so important that his company is in the process of expanding its program. We're putting together an audio tape and video cassette to use as tools. Though such programs can obviously benefit a manufacturer, Wesselhoff sees clear benefits for stores as well. Wesselhoff says education is especially important for sales of niche or specialty items, such as colostrum.