Farnam, a division of Central Garden & Pet (CPG), makes a variety of equine care products which are sold in both big box stores and independent retailers. Those independent retailers are often small, family-run businesses and the owners are forced to wear a lot of hats. To help lighten their load, a variety of hardworking initiatives and resources were created.
EQUINE RETAILER MARKETING CENTER (ERMC)
The ERMC was created to give independent equine retailers a central hub where they could easily access a variety of tools made just for them. The ERMC is updated regularly as new resources and money-saving promotions are added.
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QUARTERLY PROMOTIONS
Promotional materials are designed with busy, independent retailers in mind. Each piece is bold, concise and streamlined so retailers can quickly take in the information presented.
SALES-INCREASING CONTEST
Through research, CPG found retailers sell more product with eye-catching displays. To help retailers sell more, CPG incentivized them to create unique displays for a chance to win an all-expenses paid trip to the National Finals Rodeo.
FARNAM SALES TEAM SUPPORT
Farnam's sales team is a great resource for independent equine retailers. They provide retailers with a single point of contact who understands not only the latest products but the retailers business needs. Creating materials for the sales team helps them to better serve independent equine retailers.
