Spotify
Apple PodcastsDefining retail success
Understanding the sales and velocity measures an account expects.
Road2Retail podcast
Retail Expansion with Bruce & Tracey
Bruce and Tracey discuss growing with a retailer that already carries your brand. They compare adding stores with adding products, explain why sales velocity still matters and consider how existing buyer relationships and promotion results can guide a more informed expansion plan.
Road2Retail podcastEpisode 65
Watch the episode
Watch on YouTubeAbout this episode
Retail growth does not always require a new account. Bruce and Tracey discuss the opportunity to expand with an existing retailer, where a brand already has a working relationship, performance data and experience with the account. The starting point is understanding how that retailer will measure success.
The episode compares increasing store count for current products with adding more SKUs to an existing assortment. It also considers whether those additions could make sales velocity harder to achieve across the range. Bruce and Tracey discuss using what a brand has learned about promotions and pricing to build a stronger result with the current account, and a stronger case for future retailers.
Topics covered
More stores or more products
Comparing distribution growth with assortment expansion.
Protecting existing sales velocity
Considering the effect of additional SKUs on the current range.
Building on account experience
Using buyer relationships and promotion results to inform expansion.
Presentation Review
Sharpen retailer sell-in presentations and annual line-review decks.