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Apple PodcastsProduct and operating readiness
Differentiation, supply capacity and funding for inventory and marketing are central questions.
Road2Retail podcast
How to get a meeting and how to know you are ready for retail
Before seeking a buyer meeting, a brand needs to examine its product, supply chain, costs and capital. The hosts discuss retail readiness, shopper fit, leadership credibility and broker relationships, drawing on brand experience and interviews with senior retail merchants.
Road2Retail podcastEpisode 169
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Getting ready for retail starts before the first unit reaches a shelf. The hosts discuss product differentiation, a supply chain that has been stress tested, and the capital needed to fund inventory and a marketing plan. They also consider the importance of understanding all product costs and pricing.
The next questions concern the retailer and the people representing the brand. Does the target consumer match the retailer’s shopper? Does the leadership team bring relevant experience and credibility? The episode covers tactics for securing a buyer meeting and the value of a broker who knows the account well.
Topics covered
Full costs and pricing
The hosts discuss understanding the brand’s all-in cost of goods before entering retail.
Consumer and shopper fit
The episode considers whether the brand’s consumer matches the retailer’s shopper.
Securing the meeting
Leadership credibility, account knowledge and broker relationships are part of the buyer-meeting discussion.
Episode sponsors
The Emerson Group
A CPG partner with expertise across retail channels.
Eagle Labs
A manufacturer of consumer healthcare products.
Presentation Review
Sharpen retailer sell-in presentations and annual line-review decks.