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Traditional Sales Channel
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Breadth and Depth. Reaching countless independent shops with a personal touch.
Not all retail happens in big chains. Traditional channels—independent shops, local markets, and small family businesses—remain a vital part of the retail landscape. ILKADIM Europe GmbH tailors its approach to serve this enduring channel effectively, ensuring our products reach every corner of the market, from a corner bakkal in Istanbul to a boutique in Paris.
Importance of Traditional Channels
Not all retail happens in big chains or online. A significant portion flows through traditional channels: independent shops, local markets, wholesalers, and family-run businesses. In Türkiye, traditional outlets still account for nearly 38.6% of retail grocery revenue.
These outlets thrive where large chains haven’t fully penetrated or where personal relationships matter most. Customers trust their local shopkeepers. In Europe, independent stores differentiate themselves with unique selections and personal service.
ILKADIM recognizes the importance of this channel and tailored its approach to ensure our products reach consumers who might not shop in supermarkets or online.
Our Distribution Network
Serving thousands of small shops requires a multi-tier network. In Türkiye, we partner with regional wholesalers who redistribute to local shops (bakkals) and market vendors. We provide them with tailored assortments and merchandising support.
In Europe, we participate in trade fairs (Frankfurt, Milan) to connect with small buyers and work with importers/cash-and-carry wholesalers (like Metro) that cater to independent owners. By placing our products in those wholesale outlets, we indirectly reach the traditional channel.
Where volume justifies, we deploy small direct sales teams to visit boutiques and kitchen shops, presenting catalogs and taking orders personally.
Product Strategy
Independent shops thrive on differentiation. We supply smaller case packs or variety packs (e.g., 5 units of 20 SKUs) so small shops can diversify their shelves without overstocking.
We respect traditional preferences, such as offering credit terms to distributors in Turkey. We also ensure culturally suitable products—patterns that appeal to rural tastes or sturdy appliances trusted by locals.
For European boutiques, we supply ‘exotic’ high-quality Turkish items not found in chains, supporting them with storytelling packaging about Turkish heritage.
Building Relationships
This channel is relationship-driven. In Turkey, our personal approach—sharing tea, speaking local dialects—fosters loyalty. In Europe, we emphasize approachability and responsiveness.
We’ve set up a dedicated support line for smaller B2B customers to assist with reorders and after-sales support (like spare parts), which helps small shops maintain their service reputation.
Challenges & Solutions
Fragmentation and manual ordering are challenges. ILKADIM addresses this with a user-friendly B2B ordering portal where small retailers can easily place orders online.
We also cluster deliveries using route planning or third-party couriers to keep distribution costs manageable while servicing many small accounts.
Preserving Traditional Commerce
Supporting traditional channels contributes to the sustainability of small businesses. Carrying unique ILKADIM products often helps local shops increase foot traffic and margins.
These success stories reaffirm that a balanced channel strategy—combining the old with the new—benefits the entire community of merchants.
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Duseldorf Germany
- European HQ: Ilkadim Europe GmbH Bruchfeld 77-79, 47809 Krefeld / Germany
- info@ilkadimeuropegmbh.com
- (021) 4582 - 3695
Ilkadim Europe GmbH
Growth With Purpose
We are driven by the knowledge that Europe presents virtually unlimited opportunities. ILKADIM Europe’s ambition is to firmly plant ourselves within that opportunity, championing a model of trade that is integrative and innovative. Join us in this success story.