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.
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.
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.