How to Distribute to New York, NY
It is no news that the New York retail market is one of the biggest and largest in the United States. World Population Review puts New York’s population at almost 20 million. This makes it the fourth largest state in the United States. This also makes it a huge market.
With the size, it is not for an argument that every manufacturer of consumer goods would want her products on the shelves of New York stores.
There are several retail associations with members in specific or general types of commodities being a large state. These associations have members in several New York cities like Queens, New York City, Bronx, Manhattan, Brooklyn, and many others.
This piece would look at how to distribute to the stores in some of the major cities that make up New York State.
Distributing to the New York City
New York City is also the most densely populated major city in the country. Nearly 43% of New York state’s population live in the 305 square miles that comprise New York City. This makes it a large market for retailers and a vital point for consideration for distributors and manufacturers.
Being a large city, there are many points to reach. And it depends on who is launching the distribution. For a manufacturer, it is essential to first create awareness through ads and campaigns. People, many times, go for what they know something about.
Next is to work with experienced distributors who understand the retail network and see that the whole area is covered.
Product samples will be essential, especially when the product is new and people don’t know about it. It is crucial to make this available.
Distributing to The Bronx
The Bronx is a famous city in New York. It houses many retailers, and it is a big spot for distributors and manufacturers. Despite the city’s high crime rate, many distributors have found ways to navigate the hurdles and get products into many of these stores.
For a new distributor or manufacturer, networking within retail associations in The Bronx is a good place to start. Some of these retail associations include Bronx Retail Association, BJTBronx Merchant Association, Throggs Neck Merchant Association, and many others.
Just as it is the case for any manufacturer looking to expand into any market, it is important to launch advertising campaigns to people in the area. If it is possible, the manufacturer may launch ads targeted at the people in the area. With mass and internet media, residents in the area can be made aware of new products hitting their neighborhood stores.
Distributing to Brooklyn
With 2.6 million residents, Brooklyn is not just heavily populated; it is a large market. Looking at the fact that most people buy from retailers, we are looking at almost millions of dollars in daily sales, if not more, throughout the city. This is more than enough to draw the attention of a manufacturer or a distributor.
However, as much as the city is attractive to new products, it requires a lot of work to penetrate the markets. A manufacturer may have to work with an experienced distributor to get the products on the shelves.
These distributors have forged connections over the years of being in business with these retailers. And looking at the popular form of retail distribution, most retailers use distributors. Though some still get their products from manufacturers directly – this is the case with discounters who want to scrounge on every cent to give the lowest price.
Distributing to Queens
With a population of about 2.3 million, Queens is another popular county in New York State. And this makes it a point to pay attention to.
Queens could be said to be a middle-class county as the median income is $54,373. This makes it richer than Brooklyn in terms of income. And this means more will be spent on retail purchases. Thus, Queens is an attractive spot for distributors and manufacturers.
Distribution depends on the type of product being distributed. Upscale items such as jewelry and designer fashion products are mostly direct to store from the manufacturer. And these items are mostly sold at designated stores. This makes the distribution method different from that of a food item like milk.
Milk is mostly distributed by distributors and wholesalers – the three-tier distribution system. Distributing to designated stores is a bad strategy as most milk brands appear the same to customers. It is wise to be on the shelves and even in conspicuous places in stores.
In distributing to Queens, it may be helpful to use retail associations. With hundreds of members, these associations reach millions of final consumers daily. Networking with them can get the products faster to the shelves than many other distribution methods.
Certain Important Factors to Note When Distributing to New York
Unique Selling Point
New York is a big market, and manufacturers have not been lying low all these years. You’re about to enter a populated market – that has populated shelves. This is why something must make you different from the thousands of other products being placed on the shelves in stores and marts.
Most of the time, people buy what they know and trust. Colgate and Crest are the two most popular toothpaste brands in the United States. Putting a new brand on the shelves alongside Colgate and Crest without people knowing much about it may be one of the worst sins in merchandising.
Thus, it is vital to run marketing campaigns to highlight the innovativeness and difference the new brand brings. This marketing can be on both the internet and mass media.
It may help to highlight some essential benefits. For instance, if it’s going to help smokers keep their denture and cavity healthy, this must be highlighted in the marketing messages. Don’t just go:
“Contains Fluoride and Certified by the American Dental Association.”
That’s almost the same for all kinds of toothpaste brands.