Top Four Distributor Management Tips For Singapore

Written by: Hugo Morrison-Corley, Asia Sales Manager at Incite

When looking at the probability of long-term success for a food and beverage brand entering Singapore, brands often forget that entering the market is not the prize; staying and growing over the long-term is. Maintaining and growing grocery listings through diligent account management is critical to long-term survival. Hugo Morrison-Corley, Asia Sales Manager at Incite, shares his tips for account management in Singapore.

A partnership requires effort and focus on both sides

The relationship between the brand owner and distributor should not be considered complete once the first order leaves the port or arrives in the distributor's warehouse. To succeed in a highly competitive market like Singapore, continuous intelligence sharing is essential. Regular communication enables both parties to discuss category changes, trends, and their impact on current and future listings.

Monitor the Competitive Landscape

Distributors often manage multiple categories and brands, making it essential to monitor the competitive landscape closely. The Singapore market experiences rapid changes, with numerous product launches throughout the year, unlike other markets that operate on a 12-month range review window. Therefore, it's important for brand owners, with assistance from distributors, to stay informed about trends and changes within their category.

Know Your Numbers

While a significant amount of time is spent on business plans and forecasting documents during the initial stages of a product launch, these can at times be filed away and forgotten as other priorities arise. It is crucial to regularly track 'sales out' to retail banners each month, with help from the Distributor. This data provides valuable insights into channel performance versus expectations. Analysing trends and opportunities in the market based on sales data allows both the distributor and principal to make informed decisions. It pays dividends to track sales performance and analyse key metrics such as sell-through rates, inventory turnover, and profitability for each account. Use data insights to identify trends, assess performance, and make informed decisions.

Open communication is key

Maintain regular communication with distributors to stay updated on their inventory levels, sales performance, and any challenges they may be facing. Proactive communication helps address issues promptly and strengthens the partnership.