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Interview with Paul Gerner — CPG Consultant & Former HEB Merchandising Executive
Paul Gerner, a former HEB merchandising executive and CPG consultant, discusses what major retailers look for in emerging brands. The interview covers getting a buyer’s attention, assortment decisions, understanding competitors, retailer fees and the expectations placed on brands entering retail.
Guest
Paul GernerCPG Consultant; former Merchandising ExecutiveH-E-B
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Watch on YouTubeAbout this episode
Paul Gerner brings his experience as a longtime HEB merchandising executive and CPG consultant to a discussion of emerging brands. He considers how a brand can get a major retailer’s attention and what a retailer weighs when deciding whether to add a new product to its assortment.
The interview also addresses how emerging brands think about their competition and why retailers charge fees. Paul shares a retailer’s perspective on those questions and on the expectations brands face once they seek a place in stores.
Topics covered
Assortment decisions
The considerations behind adding an emerging brand to a retailer’s range.
Understanding competitors
How a new brand thinks about the competition it faces.
Retailer fees
A former merchandising executive’s perspective on why retailers charge fees.
Retailer expectations
What Paul believes strong emerging brands need to understand about working with retailers.
Presentation Review
Sharpen retailer sell-in presentations and annual line-review decks.