Our Approach


Boncher-Wales Marketing understands that the key to our success are the strong relationships we build with both our customers and manufacturer’s. Our relationships extend beyond our buyer’s; from the analysts to the administrative assistants to the associate buyers to the merchandise managers and category vice presidents. We understand that all these people are important to the business partnership. We are in constant communication with our manufacturers and customers to proactively manage all facets of the business and ensure that we have addressed all necessary details. Our knowledge and support throughout the entire supply chain provides our customers unparalleled service.


Our office combines sophisticated computer technology with the very best personal approach. Boncher-Wales is the direct link to each of our customer’s proprietary systems (Sears’ IMA- Item Maintenance Application, Sears SPIN- Sears Product Information Network, True Value’s VMD- Vendor Maintenance Data, Ace Hardware’s Vendors.com, etc.) Within these systems, Boncher-Wales is responsible for new item set-up, item maintenance, credit approval verification, forecasting, tracking sales data, etc. and manages the continual system updates.


Boncher-Wales Marketing develops creative presentations and business plans highlighting manufacturer’s strengths and value proposition. When creating presentations, we analyze the competitive landscape and develop concise business plans which are tailored to individual accounts.

ist1_2132024-businesstravel-airportCommitment to Success

Due to the nature of our business and accounts, Boncher-Wales attends multiple tradeshows throughout the year for some of our key accounts (Ace Hardware, True Value, Do-It Best and Grainger). Although these tradeshows can be taxing in both time and resources, Boncher-Wales recognizes the importance that these shows bring to the overall success of a program and invests the necessary means to ensure the best results for our manufacturers. Our success is measured by our unrelenting support and advocacy of both our manufacturers and retailers.