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Why a buyer needs to understand what makes a brand different.
Road2Retail podcast
Interview with Wade Yenny
Experienced retail buyer Wade Yenny shares his perspective on emerging brands in natural and specialty retail. He discusses differentiation, online traction before entering stores, the elements of a retail presentation and consumer demand tactics, drawing on examples of approaches he has seen work and fail.
Guest
Wade Yennyretail buyer
Watch the interview
Watch on YouTubeAbout this episode
Wade Yenny joins Road2Retail with experience as a buyer at natural and specialty retailers. He discusses why differentiation matters when a small or emerging brand approaches retail, and considers how a buyer views the traction a brand has already built online.
The interview also covers what belongs in a retail presentation and the demand-building tactics Wade has seen work. His observations include both successful decisions and mistakes made by emerging brands. The discussion connects the case a brand presents to a buyer with the practical question of whether consumers will purchase the product once it reaches stores.
Topics covered
Online traction
How performance online can matter before a move into retail.
The retail presentation
Critical elements to consider when presenting a brand to a buyer.
Generating demand
Consumer demand tactics and examples Wade has observed in retail.
Presentation Review
Sharpen retailer sell-in presentations and annual line-review decks.