Interaction between brands and retailers can be increasingly challenging as geographical and financial constraints come to bear. Discover how digital tools are proving a vital way for them to streamline efficiencies and remain connected.
Building strong connections between brands and independent retailers is crucial to the success and continued growth of the convenience channel. Human interactions can forge strong relationships that deliver advocacy and loyalty but, traditionally, brands have faced significant challenges when it comes to reaching independent retailers, particularly in terms of geographical reach and financial constraints. The spread of these stores makes it logistically difficult – and prohibitively expensive – for brands to visit every retailer in person.
This presents a challenge: how can brands meaningfully connect with and directly incentivise busy retailers without further straining limited resources? The answer lies in leveraging digital tools and platforms that streamline interactions, creating unprecedented opportunities for brands to scale their reach and engagement. As we start 2025, having an optimised digital sales strategy is becoming non-negotiable.
But digital communication doesn’t just benefit brands – retailers are calling out for more effective and efficient ways to interact. Utilising digital means that even the smallest or most remote retailers can benefit from equal engagement opportunities.
In today’s fast-paced world, retailers are busier than ever, particularly for those championing the changing face of convenience, and their role continues to evolve at pace. They’re the backbone of communities, hugely invested in raising money and supporting local causes, while also putting creative flare into brilliant in-store activations to bring new products to life in fun and engaging ways for their shoppers. Add to this the ever-increasing volume of services offered from store, such as the rise of online local deliveries, and it becomes an ever more complex business to run. With so many demands on their time, they’re increasingly time-poor – lacking the capacity to engage with brands in traditional ways.
This paves the way for digital tools to provide retailers with a fast and effective way to maintain strong relationships with the brands that matter to them. Since launching in 2018, the *shopt app now services more than 19,000 retailers, offering access to cash rewards and engaging content from a variety of brands across the categories. Retailers regularly feedback that having access to multiple brands in one place is a real advantage, saving the additional time of logging into several different apps.
Embracing digital communication
Natalie Lightfoot, who runs Londis Solo Convenience in Baillieston, Glasgow, is a prime example of a busy retailer, who is embracing the advance in digital brand communications. An ambassador for Women in Convenience, recent winner of the Customer Engagement Award at Better Retailing and most recently named Local Retail Champion by Allwyn, Natalie knows the importance of leveraging tools to maximise her time, and her profits.
On using the *shopt app, Natalie says: “It helps me stay up to date with the latest promotions and relevant products to boost my range and earn rewards at the same time.”
Digital tools also allow brands to engage with retailers on their own schedule. Retailers can access information and explore promotions after hours or during quiet periods, avoiding disruptions to their day-to-day operations. In fact, more than 16% of interactions on the *shopt app occur after 8pm and before 7am.
“The great thing about *shopt is even if you are not in-store all the time, you still get to connect with all the brands and stay on top of what you need to stock. One of the best features for me was being able to add new staff members, so even when I’m not in-store I can still claim rewards. It’s a game-changer for a busy retailer like me.”
You can hear more from Natalie on how she utilises the app to benefit her store by clicking here.
How brands can capitalise on digital
Brands can use digital tools to notify retailers about new offers, stock updates, or product launches, as well as directly reward them for stocking products.This ensures that critical information reaches retailers instantly, without delay. By offering consistent, tailored interactions, brands can build trust and loyalty among retailers. Digital tools also provide brands with valuable data on retailer preferences and trends, enabling more strategic decision-making, and allow them to deliver personalised recommendations or offers, making their engagement more relevant and effective.
One brand which is utilising digital to maximise its efforts in the channel, is PepsiCo. Having worked closely with *shopt for the last four years, the brand has truly embedded digital as part of its sales strategy in the convenience channel and this is paying back, with more than 16,000 retailers engaging with the brand via the platform in 2024. In addition, a significant amount of PepsiCo’s total distribution gains in the channel came via digital interactions on *shopt.
Nic Storey, Senior Sales Director at PepsiCo says; ‘Through our partnership with *shopt, we’re empowering retailers to unlock new opportunities, streamline operations, and deliver exceptional value to their customers.’
To find out more about how PepsiCo and *shopt work closely to deliver their digital strategy click here.
In a time-poor world, digital tools are the key to fostering seamless collaboration between brands and convenience retailers. As convenience retail continues to evolve, brands must adapt to meet retailers where they are – online. Digital tools are no longer a ‘nice-to-have’ but an essential component of brand-retailer relationships.
By investing in user-friendly platforms, delivering personalised experiences, and harnessing the power of data, brands can forge stronger, more scalable partnerships with convenience retailers, bringing them closer than ever before. For time-poor retailers, this shift is a game-changer. It allows them to focus on what matters most: serving their customers and growing their businesses.
By embracing this digital transformation, both parties can achieve greater efficiency, stronger relationships, and mutual sales success in an increasingly competitive landscape.
*shopt is a part of CPM International, a sales outsourcing and brand experience agency. To find out more about the *shopt app, or CPM’s services click here.
