The Electronic Retailing Association


Judging criteria for this category are amongst others:

  • Active sales on all channels
  • Able to prolong product life cycle
  • Reliable, flexible, responsive
  • Sells the biggest volumes for their market
  • Able to buy small and large quantities of product
  • Pays on time
  • Offers fair delivery and payment terms to its customers
  • Creative use of media
  • Distributor works as a partner

Nomination #1: JML

Finishing Touch family from JML

Product: Finishing Touch Flawless, (Idea Village)

Active sales channels:

  • DRTV

  • Retail with in-store video promotion

  • Heavyweight 30s TV advertisement promoting retail stores and website

  • Website

  • Email marketing

  • Catalogue

  • Facebook & Google advertising

JML are Idea Village’s biggest international distributor of Flawless. JML started running the product in March 2018 and have continuously run the product with TV advertising since then, and across all of their other sales channels. The Flawless range is planned to run on TV for the whole of 2019 and beyond. JML test all the new products in the range, and have expanded the skus across all the different colour variants. They have moved the product from ASOTV space to ranged category space to ensure the product is a long term brand and not an ‘in and out’ DRTV product.

JML have been working closely with Intersell and Idea Village as a partner, and have even been asked for input on the longform infomercials of the new products in the range.