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Apple PodcastsWhat a merchant looks for
Roberta discusses brand story, marketing and the potential to add category sales.
Road2Retail podcast
Interview with Roberta Townes senior category merchant at GNC
Roberta Townes explains what she looks for in emerging brands as a GNC category merchant. She discusses the buyer meeting, product review and onboarding process, along with the marketing support a brand needs as it launches and works to meet sales expectations.
Guest
Roberta TownesSenior Category MerchantGNC
Watch the interview
Watch on YouTubeAbout this episode
Roberta Townes, Senior Category Merchant at GNC, discusses the role emerging brands play in the retailer's assortment. She considers a brand's story, marketing and ability to contribute additional category sales. The conversation includes getting a meeting with a buyer and deciding what belongs in the presentation deck.
Roberta describes GNC's product review involving legal and science team members. She also explains different approaches to launching products, how she helps brands through onboarding and what she expects from their performance. Marketing remains a theme throughout: the discussion covers having a plan from the start and continuing to support demand after the launch.
Topics covered
The buyer presentation
The episode covers getting a meeting and preparing a presentation deck.
Review and onboarding
Roberta explains product vetting and helping brands through GNC's launch process.
Marketing after launch
The conversation considers ongoing demand support and performance expectations.
Presentation Review
Sharpen retailer sell-in presentations and annual line-review decks.