Wholesale Strategist Melissa Robbins on Turning First Stockist Orders into Recurring Revenue
With over 25 years of experience in retail, product business strategist Melissa Robbins asserts that securing a stockist is merely the beginning. In her interview with frankie, she highlights the necessity of ensuring a smooth ordering process for retailers by quickly confirming payment and delivery information. Robbins advises that invoices and promotional materials should accompany shipments. She points out that effective communication, promotion, and support are crucial for encouraging reorders and urges brands to showcase stockists on social media. A strong brand-stockist relationship can elevate a $300 or $500 order into a $5,000 annual customer. Brands must view retailers as repeat clients and consistently follow up. Robbins’ Wholesale System equips brands to be wholesale-ready and nurture these relationships.
Key facts
- Melissa Robbins is a product business strategist with more than 25 years of experience in retail and wholesale
- She founded and runs The Lot Co. and created the Wholesale System
- Robbins has owned both a product brand and a retail store, giving her experience on both sides of the wholesale relationship
- She advises brands to confirm payment, dispatch dates and delivery information immediately after receiving an order
- Communication, promotion and support are the three factors she cites for encouraging retailer reorders
- Robbins says a $300 or $500 wholesale order can become a $5,000-a-year customer over five to 10 years
- She recommends brands promote their stockists on social media and maintain a stockist page on their website
- The interview was published by frankie, which covers small-business stories at frankie.com.au/strictly-business
Entities
Artists
- Melissa Robbins
Institutions
- The Lot Co.
- The Wholesale System
- frankie