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In: Retailing Tips|Last Updated:
Want to Elevate Your Customer Relationships? Then it’s Time to Go Deep.

I once received a phone call from an old friend who emphatically presented the merits of collaborating with him on a project his company was spearheading within our industry. For 20 minutes, he presented a binder full of reasons why it would (in his opinion) be good for me to invest my time, energy, and creativity in his initiative. 

After laying out the pitch I asked him a simple question: “Would you like to better understand my thoughts?” My old friend paused and replied, “Ummmm, sure, that would be a good idea Dan. Tell me what you are trying to accomplish these days?” We both started laughing and I proceeded to share how my coaching business had evolved since we last spoke.

 Most sales leaders do not invest enough time understanding the stated and unstated agenda of their customers, partners, and teammates. They rarely uncover hidden problems or stress points that need to be solved. My friend forgot the golden rule of sales: it’s not about you, it’s about us. A customer meeting emphasizes diagnosing the situation long before prescribing a solution.

The secret

Elevating a relationship isn’t something you do, it’s the result of everything you’ve done. Most people …

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RangeMe Sourcing Campaign is Sweet (and Salty) Success for The Panza

One of the benefits of being a RangeMe Starter or Premium subscriber is that you can participate in retailer sourcing campaigns, increasing your chances of getting your products discovered. This is just what Gianna Malatrasi, Co-Founder & CEO of The Panza did. The brand was one of 12 selected by Madeleine Yastrow, Owner of Maddie’s Market, who ran a sourcing campaign this past summer (see full video interview with Malatrasi below!)

Maddie was looking to refresh her pantry selection with unique and innovative products across categories that her customers couldn’t find in nearby chain stores.

The Panza gourmet snacks are thin, crispy sweet cracker cookie sticks, each is artisan-crafted with impeccably sourced high-quality natural and organic ingredients that are non-GMO and vegetarian friendly – ideal to pair with coffee, tea, wine, cheeses, dips, fresh fruits, ice cream or added to charcuterie boards.

“We really enjoyed the sourcing campaign process, it was easy and straightforward,” says Malatrasi, who has been already seeing its products fly off the shelves at Maddie’s. “Everything is streamlined and clear. RangeMe allows smaller companies to showcase their products to so many prospective buyers, that it can be a gamechanger for any company that has a great …

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In: Retailing Tips|Last Updated:

Welcome back to the enthralling world of CPG Marketing Magic! In the first three columns, we delved into the captivating realms of CPG branding and packaging. In this month’s column, we’re ready to equip you with strategies that will not only catch the eye of retail buyers but also powerfully propel your inventory off the shelves.

So let’s uncover what it takes to move inventory in the dynamic CPG landscape.

The challenges of moving inventory: unveiling the obstacles

So far on our journey, we’ve guided you through the nuances of building a strong brand identity and crafting irresistible packaging. Now, it’s time to tackle the next challenge: moving inventory.

Imagine your product taking the spotlight on every shelf, aisle, and screen – that’s the goal we’re chasing. But reaching that goal comes with a few challenges along the way.

To stay prepared, here are three common bumps in the road you should be aware of when it comes to CPG marketing.

Fierce market competition

In the bustling world of consumer packaged goods, competition is always on the rise. Everywhere you turn, there’s another brand vying for the attention of both buyers and consumers. This cutthroat environment means your product needs …

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In: Retailing Tips|Last Updated:

Consumers have adapted their everyday routines to contribute to their overall wellness goals, and the personal care products they choose are a reflection of this. As they increasingly seek out brands that offer transparency, sustainability and inclusivity, Walgreens has stepped up with assortments that deliver them.

In this recent fireside chat, ECRM SVP of Retail Wayne Bennett and Cheryl Loeding, Senior Director, DMM – Personal Care for Walgreens, took a deep dive into how the retailer is helping its shoppers take a more holistic approach to their personal care regimens. Loeding also offered some recommendations for brands looking to get on the shelves at the retailer’s 9,000 stores.  

Watch the full video interview with Walgreens’ Cheryl Loeding

ECRM: Tell us a little bit about your role at Walgreens.

Loeding: As the DMM of personal care, my primary role is to develop and execute merchandising strategies to drive sales, profitability and overall business success within the personal care division, which at Walgreens includes hair care, oral care, shave, deodorant, bath and baby. And our purpose within the division is to create more joyful lives by providing everyone with the best personal care solutions that promote personal health and wellbeing.

ECRM: There’s

…
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The Power of Press Releases: A Guide for Emerging brands

In the fast-paced world of media, effective communication plays a pivotal role in gaining visibility and attracting attention. One powerful tool at the disposal of brad owners is the press release. A well-crafted press release can capture the interest of journalists, spark media coverage, and ultimately propel your business forward. In this article, we will delve into what a press release is, how to write one, and what to do with it to maximize its impact.

A press release is a written communication that announces newsworthy information about your business, product, service, or event. Its primary purpose is to generate media attention and coverage, helping you reach a broader audience. Press releases are commonly used to announce product launches and new research, partnerships, funding rounds, awards and significant company updates.

Crafting a compelling press release

Following are the steps you need to take to write an effective press release:

Start with a strong headline: Grab the attention of journalists by crafting a concise and engaging headline that highlights the most newsworthy aspect of your announcement. Keep it clear, compelling, and to the point.

Write a captivating introduction: Begin your press release with a compelling lead paragraph that answers the “who, …

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RangeMe ‘Brings the Food Show’ to Maddie’s Market

IN BRIEF:

Maddie’s Market, an independent gourmet foods retailer in Highland Park, Ill., sought new pantry items for its assortment that were not available at local chains The retailer worked with RangeMe on a sourcing campaign that delivered product submissions from 320 qualified brands across several categories Owner Maddie Yastrow selected more than a dozen unique products for placement on its shelves, and is planning additional campaigns for the spring

“I never have to go to any food shows, because RangeMe brings the food shows to me.”

Madeleine Yastrow, Owner of Maddie’s Market, is not lying when she says this. As the first independent retailer to participate in a RangeMe sourcing campaign, she was able to evaluate more than 320 qualified brands, sample products from 86 of them and select more than a dozen for the shelves of her store – all without having to spend time away from her business. And as we all know, time is precious for an owner of an independent retail operation.

Indeed, Maddie is always on hand for her customers. If one of them mentions that she likes split pea soup, it’s available in Maddie’s Market the next day. That’s the kind of customer-first …

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