Retailers use *shopt so that they can have one place where they can access multiple brands, across all of the categories. They can access deals, promotional offers, new product information as well as broader category advice, must stocks and ranging information. For Retailers it’s a way to be able to interact with brands at a time and a place that suits them – not just when a rep comes to visit.
By taking up the brand offers and deals, retailers are able to earn cash rewards. Once they reach a certain threshold, they can download that cash straight into their bank account.