Now let’s talk about Mom-and-Pops. 

First off, they probably won’t move the same volume. Fewer shoppers = fewer total sales.  But what they do have is customer loyalty, strong curation, the ability to advocate for your brand, and – let’s be honest – they don’t often have the buying power to pay the lowest prices, which may mean there’s margin for you at the end of the day.

There’s an emotional response (and rightly so) to landing big accounts, but those companies will always end up the winners of your relationship. Your smaller accounts, on the other hand, have incentives that are much more healthily aligned with yours. 

There’s a risk though, and it’s real. They can take more time to work with, and they’re idiosyncratic. These accounts are much more human, with all the good and bad that comes with that. Each relationship needs some management, and if you don’t have processes in place to make working with those accounts easy, especially their ordering process, then their value can be overshadowed by account management costs and headaches. 

Here’s where Candid comes in. 

Candid lets mom-and-pop shops order from you online, either with a separate direct portal, or white-label ordering embedded into a wholesale page of your site. Their wholesale buying experience is smooth and tailored, giving you everything you need in one place, from per-customer pricing / availability, net terms, to one-click reorders, wholesale EDI and pretty much anything else you can think of. Everything is organized and integrated with your other systems, so that ultimately these small accounts can have a huge impact on your business – driving adoption, margin, brand advocacy, and the experience of building long-term relationships in interconnected communities – without the challenges that have long been associated with wholesale marketplaces.

Next steps

Want to know more? Drop us a line or sign up for a free trial here! We’re always happy to talk.