2 Biggest Complaints Retailers Have About Brands (And What You Can Do)

Success for a wholesale brand depends heavily on how well that brand and its retailers communicate and collaborate. 

We partner with over 80,000 retailers, which gives us plenty of insight into the daily challenges retailers face. When brands ask us about retailer pain points, two major complaints consistently stand out: lack of quick access to accurate inventory data and mismatched expectations around order entry.

It’s critical that you understand these pain points if you're aiming to get your products into brick-and-mortar stores or want to make sure you’re keeping your established wholesale partnerships strong. 

Let’s break down what retailers are saying and what your brand can do to stay ahead of the game.

Complaint # 1: We Don’t Have Access to Real-Time Inventory

The number one issue retailers mention is surprisingly simple yet incredibly crucial: real-time access to accurate inventory. 

Retailers want to know that they can look through your ordering portal and know just how much inventory you have of a particular product they’re ordering. 

Whether they’re self-servicing or working with your reps, they want to know instantly how much is available to order so they know they’ll get as much inventory as they need. 

Not being able to provide this information can put you in awkward situations where a retailer thinks they’re about to order a certain amount only for you to have to tell them that you’re actually out of stock. This also adds more time that your reps have to take out of their day to manually resolve. 

This is why tools like RepSpark's B2B wholesale platform have become so valuable to brands. With features like live inventory updates and accurate stock visuals available 24/7, retailers have all the information they need at their fingertips, no matter when they log in.

Providing this clarity and immediacy builds trust and makes your brand a reliable choice for retailers.

Complaint # 2: There Are Too Many Mistakes With Our Orders

The second complaint retailers consistently voice is about mismatched expectations during order entry. 

Retailers want certainty that the order they place is accurate, that it matches their expectations, and that they won’t encounter surprises down the line. 

Imagine ordering a specific product assortment only to find out weeks later that key items won't ship on time, or that they're different from what you initially expected. This confusion doesn't just hurt the retailer; it ultimately damages the brand relationship and can harm your long-term sales potential.

We understand just how critical clarity is for retailers. That's why we've created streamlined ordering tools within our platform that help retailers clearly see product images, stock availability, and accurate ship dates in real-time. 

Eliminate uncertainty from the buying process and you’ll see boosts to your retailer satisfaction but improvements to your reputation as a brand. Retailers will see that you’re committed to delivering exactly what you promise.  

How RepSpark Helps Address These Complaints

If retailers are expressing these concerns to you, it’s crucial to address them head-on. 

RepSpark is built specifically to support brands in tackling these very issues. With features like digital catalogs, live inventory updates, seamless order confirmations, and intuitive communication tools, the RepSpark platform enables your brand to provide precisely what retailers want most: clarity, reliability, and ease of doing business.

Whether you’re just dipping your toes into wholesale or already managing dozens of retail partnerships, investing in solutions like RepSpark’s digital tools can eliminate common friction points. 

Your retailers get immediate and accurate information that allow you to focus more time on growth and relationship-building.

Practical Tips for Getting Your Brand Into Retail Stores

Now, if you're still early in your journey to wholesale and want to secure space in retail stores, here are some additional insights you can use. 

Retailers, particularly large ones, look for signs of strong demand, credibility, and clear product-market fit. While local boutiques might welcome new brands directly, big retailers are typically cautious. 

Before approaching large retailers, it's crucial to build your online presence, showcase social proof, and demonstrate product demand.

Attending popular trade shows is another powerful way to connect face-to-face with buyers. Having your products physically available for retailers to see, touch, and experience can significantly boost your chances of securing wholesale accounts. 

Keep Your Retailers Happy for Long-Term Success

At the end of the day, successful wholesale partnerships are built on trust, reliability, and mutual convenience. Retailers choose brands that simplify their buying process, give them confidence in their orders, and support them when uncertainties arise. 

By proactively addressing retailer frustrations, you position your brand as a trusted partner that they'll want to reorder from time and again.

Focusing on accurate, real-time inventory updates, clear order expectations, and leveraging wholesale solutions like RepSpark's platform can turn retailers' biggest complaints into your competitive advantage. 

Remember, when your retailers win, your brand wins, too.

And if you’d like to figure out exactly what you need from wholesale software, check out our RFP checklist that will show you how RepSpark (or any other wholesale software provider) can best serve your needs.