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Apple PodcastsRetailer and shopper fit
Choosing a class of trade and a retailer whose shoppers match the brand.
Road2Retail podcast
Not all distribution is created equal
The Road2Retail team examines how to choose initial retail distribution and decide where to expand next. The discussion covers shopper fit, distribution costs, performance expectations, launch assortment and the cash and supply needed to support a retailer’s first order.
Road2Retail podcastEpisode 17
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Choosing a retailer means considering the class of trade and whether its shoppers match the brand’s target consumer. The team discusses those decisions for both a first retail launch and an expansion, along with the costs of securing distribution and the retailer’s performance expectations.
The episode also covers how many SKUs to launch, the ability to fulfill orders and the cash required to produce, ship and market an initial order. The team considers why the first location matters and how an existing geographic strength can inform expansion.
Topics covered
Distribution costs and expectations
Understanding the cost of entry and the performance a retailer will expect.
Supporting the first order
Planning the launch assortment, supply and cash needed to produce, ship and market it.
Where to start
Considering geographic strengths when choosing initial distribution and subsequent expansion.
Introductions to Industry Experts
Connect with trusted suppliers across the CPG industry.