PET Food Processing - June 2020 - 61

DISTRIBUTION

channel
CHALLENGES

Brands today can potentially be everywhere in the market, but
an omnichannel approach may not be right for everyone.
By Jennifer Barnett Fox | petfoodprocessing@sosland.com

O

Once upon a time, pet food brands more or less followed
a tried-and-true formula of creating product lines for
specific distribution channels. As a product increased in
popularity, it was often moved or graduated to larger distribution channels. Now, as brands look to buck traditional routes and the associated restraints, manufacturers are
seeking new ways to meet and accommodate customers
in a variety of distribution channels.

Deciding where to start

Employed to reach customers where they shop, as well as
improve and drive better user and customer experiences,
an omnichannel distribution strategy allows a company to
be in multiple places at once. That could be selling online,
in independent brick-and-mortar pet specialty or through
big box retailers. While it's increasingly possible to be everywhere at once, it's often beneficial for a brand to first
understand what channels are not a good fit, and why. This
requires knowing the audience in each channel and its associated wants and needs.
The first step in figuring out better ways to serve audiences in multiple channels necessitates committing
to a new level of organizational readiness that includes

extensive customer knowledge, strategy, technology and
company-wide communication. Once in place, companies
need reliable, easy-to-deploy systems that help with safety,
distribution and compliance at a low cost of ownership.
Vormittag Associates, Inc. (VAI), Ronkonkoma, N.Y.,
offers enterprise management software to assist with the
complexity of these varied yet interlinked processes. VAI's
cloud solution reduces the complexity of managing all the
moving parts of a manufacturing business. Mediated by
software and technology, the real-time enterprise resource
planning (ERP) solution offers integrated management of a
company's main business practices using one database.
"As a manufacturer and distributor, you need a solid ERP
system to make sure products are delivered on a timely basis," said Joe Scioscia, vice president of sales at VAI. "This
includes the back-office technology to fulfill orders quickly
and efficiently along with a good digital marketing strategy
that allows you to do email blasts and post on social media,
track content consumption and better understand the marketplace and where you can sell."
Working with mid-market-sized companies, VAI is a
witness to the growth in private label products coming
from small businesses and the explosion of pet food and

Offering e-commerce
options for pet food
and treats requires a
level of organizational
readiness to deliver
the experience
customers expect.
©Rymden - stock.adobe.com

www.petfoodprocessing.net | June 2020 | PET FOOD PROCESSING

PFP_Jun20.indb 61

61

5/15/2020 3:05:46 PM


http://www.petfoodprocessing.net

PET Food Processing - June 2020

Table of Contents for the Digital Edition of PET Food Processing - June 2020

PET Food Processing - June 2020 - 1
PET Food Processing - June 2020 - 1
PET Food Processing - June 2020 - 2
PET Food Processing - June 2020 - 3
PET Food Processing - June 2020 - 4
PET Food Processing - June 2020 - 5
PET Food Processing - June 2020 - 6
PET Food Processing - June 2020 - 7
PET Food Processing - June 2020 - 8
PET Food Processing - June 2020 - 9
PET Food Processing - June 2020 - 10
PET Food Processing - June 2020 - 11
PET Food Processing - June 2020 - 12
PET Food Processing - June 2020 - 13
PET Food Processing - June 2020 - 14
PET Food Processing - June 2020 - 15
PET Food Processing - June 2020 - 16
PET Food Processing - June 2020 - 17
PET Food Processing - June 2020 - 18
PET Food Processing - June 2020 - 19
PET Food Processing - June 2020 - 20
PET Food Processing - June 2020 - 21
PET Food Processing - June 2020 - 22
PET Food Processing - June 2020 - 23
PET Food Processing - June 2020 - 24
PET Food Processing - June 2020 - 25
PET Food Processing - June 2020 - 26
PET Food Processing - June 2020 - 27
PET Food Processing - June 2020 - 28
PET Food Processing - June 2020 - 29
PET Food Processing - June 2020 - 30
PET Food Processing - June 2020 - 31
PET Food Processing - June 2020 - 32
PET Food Processing - June 2020 - 33
PET Food Processing - June 2020 - 34
PET Food Processing - June 2020 - 35
PET Food Processing - June 2020 - 36
PET Food Processing - June 2020 - 37
PET Food Processing - June 2020 - 38
PET Food Processing - June 2020 - 39
PET Food Processing - June 2020 - 40
PET Food Processing - June 2020 - 41
PET Food Processing - June 2020 - 42
PET Food Processing - June 2020 - 43
PET Food Processing - June 2020 - 44
PET Food Processing - June 2020 - 45
PET Food Processing - June 2020 - 46
PET Food Processing - June 2020 - 47
PET Food Processing - June 2020 - 48
PET Food Processing - June 2020 - 49
PET Food Processing - June 2020 - 50
PET Food Processing - June 2020 - 51
PET Food Processing - June 2020 - 52
PET Food Processing - June 2020 - 53
PET Food Processing - June 2020 - 54
PET Food Processing - June 2020 - 55
PET Food Processing - June 2020 - 56
PET Food Processing - June 2020 - 57
PET Food Processing - June 2020 - 58
PET Food Processing - June 2020 - 59
PET Food Processing - June 2020 - 60
PET Food Processing - June 2020 - 61
PET Food Processing - June 2020 - 62
PET Food Processing - June 2020 - 63
PET Food Processing - June 2020 - 64
PET Food Processing - June 2020 - 65
PET Food Processing - June 2020 - 66
PET Food Processing - June 2020 - 67
PET Food Processing - June 2020 - 68
PET Food Processing - June 2020 - 69
PET Food Processing - June 2020 - 70
PET Food Processing - June 2020 - 71
PET Food Processing - June 2020 - 72
PET Food Processing - June 2020 - 73
PET Food Processing - June 2020 - 74
PET Food Processing - June 2020 - 75
PET Food Processing - June 2020 - 76
http://digital.petfoodprocessing.net/sosland/pfp/2020_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_03_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_10_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_03_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_03_01
https://www.nxtbookmedia.com