The Consumer Products Group, LLC’s Post

Launching a brand into retail distribution takes a lot of time and patience. Here are a list of steps I advise an early stage brand to take: Nail your pricing architecture. Start with the SRP in retail, back out retailer margin and then back out disitrbitor margin to get the wholesale price. The price to UNFI/KEHE will be different then the price to DSD. Start with DO NOT PRICE BASED ON YOUR COGS. Make sure the price you set to consumers in your calculation will allow your product to move! Create a retailer roadmap. Unless you have millions of dollars out of the gate, which most founders don’t, start with a very focused rollout. Nail you first 5 doors. Then 10 doors. Do demos, try light spend on Instacart and start testing the various marketing strategies that can help move your product. Once you have obtained healthy velocity in your first set of doors move to the next. If you can’t sell in 5 dedicated stores well than you most likely won’t be selling well in 5 more unless the doors you initially chose were not where your consumer shops. Go slow, be calculated, be thoughtful. What other strategies to people use when entering a market. #sales #cpgindustry #growsmart Mark A. Samuel Jonathan Becker Tomas Malave Peter Katz Ryan Pintado-Vertner Forbes Fisher

Part 2: Rebuilding trust. “Did I make the right call?” We’ve all been there, and had to ask ourselves that question when looking back on a big decision. In my last post I shared a story about managing a leather care brand, and discovering that one of our wholesale partners was selling our products on Walmart in violation of our wholesale agreement. It made me reflect: Should we have managed our Walmart presence in-house, or was relying on the wholesaler the better move? Here’s how I’ve been thinking about it lately: Back in 2017: Walmart’s marketplace was notoriously difficult with intricate processes, and steep learning curves. At the time, letting the wholesaler handle it made sense. It allowed us to focus on our primary revenue channels without adding distractions. But today: Walmart’s platform has evolved significantly. Processes are smoother, support is stronger, and the opportunity is hard to ignore. Revising this decision in today’s landscape might lead to a very different approach. This was one of my major takeaways after attending the second annual Walmart Marketplace Seller Summit earlier this year. So, was it the right decision back then? I still think so. By leveraging the wholesaler, we maintained momentum and avoided stretching our resources. Ending the partnership at the time could have disrupted wholesale orders and hurt overall sales. But hindsight also reveals areas for improvement. Managing Walmart in-house could have ensured stricter adherence to policies, greater brand control, and more scalable growth opportunities. Moral of the story: What wasn’t feasible before might now be a golden opportunity. As a brand, you have to stay open to reassessing past decisions as things change. Don’t settle for comfort when there’s potential for growth. #Ecommerce #Walmart #BrandStrategy

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“J.C. Penney joins Kohl’s, Target, Best Buy, Walmart and Macy’s in hopping onto the midsummer sales bandwagon, likely an answer to Amazon’s annual Prime Day sales.” https://lnkd.in/gc597PUA We know what pressure retailers can experience due to Amazon. The Amazon Effect has left retailers searching for ways to improve their supply chains for faster shipping and a better customer experience. It’s putting pressure on retailers to optimize their inventory decisions– to avoid overstocking and out-of-stocks and make sure seasonal items are in the right place at the right time to avoid deep markdowns. (This is what Dropit does for retailers.) Learn more at https://www.dropit.shop/ #retailindustry #amazoneffect #supplychain #dropit

Sprouts is going BIG with 35 SMALL stores. This comes as Walmart and Target push to go bigger. In fact many retailers are going bigger this year. customers expect two-hour delivery. That means more options, closer to the customer. Sprouts is well aware of the growth of Q-Commerce. But here’s what they’re hoping to accomplish with these smaller stores: 1. Streamlined curations. Fewer options, curated for the local demographic. 2. Better technology. Better checkout and digital signage, but lower quantities. 3. Reduced labor, energy, and other operating costs. 4. Reduction of lower performing SKU’s, such as center of store. 5. Use of the “Treasure Hunt” curation model. (Think TJ Maxx.) So no, no doom and gloom here. Sprouts sales were up 9.1% in Q1, YoY. One thing smaller formats does mean is fewer SKU’s. Brands invested in Sprouts may want to take a hard look at their velocity as these formats grow. ——— 🔹Driving retail velocity in Kroger, Whole Foods, Albertsons, Costco, Walmart, Sprouts, and More 🔹DM me or book an appointment for help! #ecommerce #retailmedia #retailvelocity #retail #cpggrowth #instacart #cpg #tradespend

This week's new video is up on my YouTube channel. I don't want to say goodbye to any more retailers I love! How about you? Do you have a favorite retailer who closed their doors for good? Comment below! We will commiserate together! #retailtips #retailadvisor #retailsuccess

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Interesting article highlighting several retailers that are creating events like "halfway to Halloween" or hyping up days like the "May the 4th be with you" to drive sales. Really smart! #may4th #retail #retailmarketing

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