How to Distribute to Nashville
Nashville is the capital and most populous city of the U.S. state of Tennessee. With a 2020 population of 673,167, it is the largest city in Tennessee and the United States’ 23rd largest city. Nashville is currently growing at a rate of 0.31% annually, and its population has increased by 11.97% since the most recent census, which recorded a population of 601,222 in 2010. Spanning over 497 miles, Nashville has a population density of 1,416 people per square mile.
A major center for the music industry, especially country music, Nashville, is commonly known as “Music City”. It is also home to numerous colleges and universities, including Tennessee State University, Vanderbilt University, Belmont University, Fisk University, Trevecca Nazarene University, and Lipscomb University. It is sometimes referred to as “Athens of the South” due to a large number of educational institutions in the city.
There is relative prosperity in the city, and the poverty rate is considerably low. The average household income in Nashville is $78,593, with a poverty rate of 16.54%.
A manufacturer who wants to get products in Nashville may go via the direct or indirect distribution method. Direct distribution is when the manufacturer gets in touch with the retailer directly. Indirect distribution is the use of distributors to get products into the retail stores.
To understand the product distribution in Nashville, it will help to look at the areas that make up Nashville.
Distributing to Downtown Nashville
Downtown Nashville, like so many other cities, has become more of a residential destination in the last decade. In 2010, there were only about 5000 residents. Now, the number of residents has grown from 5000 – over 12,000. More, new developments in the city have brought an influx of businesses and new residents. According to Bloomberg, Nashville has done in 10 years what it takes other cities 30 years to accomplish.
All these mean that the potential for sales in the city is very high. With urbanization going at a massive rate, the best time to place focus on the city is now.
To get products into Downtown Nashville, it may be helpful to work with distributors who understand the area well enough.
Distributors take the stress off manufacturers. They have the resources and expertise to enter remote areas manufacturers can’t. With this, the manufacturer does not have to worry about inventory and logistics. Those become major points of concern for the distributor. And the distributor ensures that all these are catered for.
Manufacturers focus on product development while distributors focus on distribution networks. They understand well enough to know which area is most fitting for certain types of products. As an advantage, distributors forge long-term relationships with retailers. This makes it easy to introduce new products and follow up sales. With these data, they know which products and brands sell better in a particular area. Thus, they can concentrate effort and resources in the right places.
Distributing to Green Hills
Green Hills is one of the more affluent surrounding communities within a stone’s throw of Nashville. Green Hills is just southwest of Downtown Nashville, nestled along the banks of Sugartree Creek on the Hillsboro Pike with easy access to the downtown area via Harding Pike and I-440. Green Hills draws many people seeking luxury accommodations, a shortened commute, and easy access to the businesses, retail shops, dining, and nightlife that “Music City” has to offer.
A manufacturer can successfully penetrate this area by distributing products to retailers directly. However, looking at the area to cover, it can be daunting to meet retailers individually. This is why you can go via retail associations. Retail associations present the opportunity to meet retailers within a geographical location and network with them.
Retail associations in Nashville include the Beale Street Merchants Associations, Tennessee Retail Association, Tennessee Grocers and Convenience Stores Association, and Tennessee Wine and Spirits Retailers Association.
Distributing to Hermitage
Hermitage, Tennessee, is a neighborhood in Metropolitan Nashville, Tennessee, located in eastern Davidson County, adjacent to – and named in honor of – The Hermitage, the historic home of Andrew Jackson, seventh President of the United States.
The neighborhood also has a station on the new Music City Star commuter rail service. It is home to the Tennessee Secondary School Athletic Association, which administers junior and senior high school sporting events.
Distribution of products can be done through any of the methods in this city. Though this largely depends on the type of products to be distributed. Some products are better distributed directly, while some others require distributors.
Another factor that determines the type of distribution to use is the available resources. If the manufacturer can shoulder the cost of distribution, it could help to handle it fully. The closer the manufacturer is to the final consumer, the more beneficial the relationship.
Things to Note When Distributing to Nashville
Nashville is going through a lot of urban development, which means that the city’s value is rising by the day. With this, more people and businesses are trickling in large numbers. The 140% increase in population seen in Downtown is a big indicator of this. Thus, it will help to be a big and established player in the market. And there is no better time to get to this than now.
Nashville is the 23rd largest city in the United States. And in sales, this signals big potential. Consequently, more brands will be looking at doing business in the city. You should look for a way to distinguish your brand. This is by focusing on your unique selling point. This should not just be a feature; this should be in the principles your brand stands for – just like Apple stands for cutting-edge in mobile and computer technology.