Channel Management Strategies Information

How can YOU make a difference?

Have you ever noticed…

  • Nike does not sell ANY shoes through Wal-Mart?
  • Target sells CDs with Target-only bonus tracks?
  • Best Buy’s sells specific concert DVDs that weren’t available anywhere else until ninety days later?

These are just a few examples of very successful channel management strategies – a concept CBA is assertively advocating to suppliers for our stores.

 “CHANNEL MANAGEMENT” DEFINED: Essentially, channel management is when suppliers cooperatively develop sales, product, promotion and production strategies to optimize sales in a specific distribution channel (like Christian retail) in a way that uniquely benefits that channel and is a win-win for both the supplier and retailer.

The main channels for Christian suppliers typically include Christian retail, general-market bookstores (chains and independents), mass merchandisers (Wal-Mart, etc.), big box (Barnes & Noble, etc.), Internet, and direct to consumer.

           

CBA is urging suppliers to create channel management strategies for you - to create specific plans to increase their distribution in Christian stores through strategies that uniquely benefit our stores while growing their businesses.

Possible strategies for suppliers:

  1. Creating exclusive product for our stores
  2. Providing early release dates for our stores
  3. Adding content or extra value for our stores
  4. Developing promotions that help differentiate Christian stores

All of these ideas (and many more) could increase sales, traffic, and profitability for YOU and for them!  These can be win-win for everyone!

Together, we can make a difference! CBA urges you to raise the following questions with every one of your vendors:

  1. What are your channel management strategies for the Christian retail channel for this coming year, and beyond?
  2. What is the value proposition you offer to my customers through your products?
  3. What can we do together so we can help each other through the growth of my business?  (“Sell through me, don’t just sell to me.”)

CBA is encouraging our supplier friends to consider these questions, but what would happen if your suppliers heard that not only from CBA…but also from hundreds of retailers, starting with you?