All Posts in Retailing Tips

In: Retailing Tips|Last Updated:
5 Effective Strategies for Landing New Retail Accounts in Q4

To pitch or not to pitch… THAT is the essential sales question for food, beverage and taxable grocery brands during the months of October, November and December. We all know that the fourth quarter can be a season of high revenue for retailers and brands alike, but also understand that most wholesale buyers put a hard stop to bringing in new products once they’re sleeves are rolled up and heads down during the busy holiday season.

As a brand with limited time, money, and energy, what should you focus on during this time? If you’re itching to pursue more shelves during this season, use my five effective strategies for landing new accounts and executing your last chance pitch this month. 

1. Evaluate your product’s relevance for the holiday season before pitching

When it comes to gearing up for a busy sales season like the holidays, you’ve got to ask yourself: does your product scream festive cheer or year round staple? Seasonal relevance can greatly influence the success rate of a pitch to potential new accounts. 

At times you might feel that throwing in a red bow or adding a festive slogan to your product can be enough to make it …

Read More

In: Retailing Tips|Last Updated:
Optimizing Packaging for Consumer Appeal and a Positive User Experience 

Welcome back to our consumer packaged goods (CPG) marketing series! In our previous posts, we gave an overview of the most important elements you need to know to influence retail buyers and break through the branding clutter. The first post was a step-by-step journey on how to leverage the power of strategic marketing to get your products onto retail shelves. The second explored how to use branding to create an emotional connection with your target audience and convey the value proposition of your product

In the third post in the series, we’re getting into the nitty gritty of package design and how digging deeper into the preferences of your audience can help ensure you have a product that merchandisers will want to invest in.

Let’s get started!

Why is packaging so important?

Packaging is more than just a protective covering for your product. It’s a powerful tool to attract consumers and, equally importantly, merchandise buyers who want to feature your product in their stores.

Quality packaging is a crucial factor to consider for your business because “52% of consumers say they would likely return to a business for another purchase if they receive products in premium packaging.”

In the competitive …

Read More

In: Retailing Tips|Last Updated:
The Power of Your Brain Trust

Historically, I would spend hours preparing to moderate roundtable discussions with diverse groups of senior executives. I would present emerging trends, new research, best practices, and lots of provocative questions meant to elicit personal reflection and engagement within the forum community. I mistakenly believed my role was to be the primary educator and inspiration of the gathering, but quickly realized that the participants contributed a collective insight that was far more valuable than any personal contribution. 

This is the power of your brain trust. Some of the wisest leaders I know are experts at harnessing the whole room. They thoughtfully create a brain trust of advisors to test ideas prior to finalizing their thinking. The smartest person in the room – is always the room.

In the last twenty years, only two of Pixar’s twenty films have flopped. They have created some of the most successful, innovative, and commercially relevant films of the last two decades (Toy Story, Monsters, Inc., Finding Nemo, The Incredibles, Up, Brave, and WALL-E). How have they done it? Co-founder of Pixar Animation, Ed Catmull, says it’s simple: the brain trust.

In his bestseller, Creativity Inc., Catmull says, “For all the care you put into artistry, …

Read More

In: Retailing Tips|Last Updated:

ECRM & RangeMe SVP of Retail Wayne Bennett held a virtual fireside chat with Jake White, Vice President of Merchandising, Consumer Health and Wellness | Supplemental Benefits at CVS Health to discuss its omnichannel approach, innovations in its assortments, shifts in consumer behavior post-pandemic and how the chain seeks to become “the front door to healthcare in America.”

White also shares why emerging brands should want to do business with CVS, as well as recommendations on what they need to have in place before approaching its buyers.

Read full Q&A below!

Full video interview with Jake White of CVS

ECRM: Tell us a little bit about CVS Health’s journey to becoming a much more digitally centric retailer, and how are you succeeding in your omnichannel strategy as it relates to delivering health and wellness products and services?

White: This is something that’s really on the top of our mind every day. Our leaders, Michelle [Peluso, EVP and Chief Customer and Experience Officer of CVS Health] and Musab [Balbale, Chief Merchant, CVS Health] have come from very digital backgrounds. So I think it’s really in the DNA of the people that are at the head of the business as well as …

Read More

In: Retailing Tips|Last Updated:
Ethical Sourcing Storytelling: Why it’s Important for Retailers and Brands

Fair Trade month is observed in October to raise awareness about fair trade practices and products. It’s a time to celebrate ethical and sustainable shopping and support products that prioritize fair wages, safe working conditions, and environmental responsibility. When products are sold as Fair Trade Certified™, a fraction of the sale returns to the producer communities as Community Development Funds. These funds allow farmers and workers to invest in development projects that address their community’s greatest needs, such as water, education, housing, and healthcare.

Fair trade empowers producers and enables businesses to support sustainable livelihoods, safe working conditions, protection of the environment, and community development.

Fair Trade and workers’ protections

Farmers, fishers, and factory workers often face challenges. In 2022, the United Nations reported that nearly 3 million people around the globe die every year due to risk factors in the workplace, including accidents, work-related diseases, and extreme working hours. The benefits of strong workplace safety standards are immeasurable for workers and their families.

When a company’s safety standards are verified through a reputable third-party organization, brands, retailers, and traders can source their products with confidence, improving traceability and credibility for their business and align with consumers who care …

Read More

In: Retailing Tips|Last Updated:

In today’s hyper-competitive market, product discovery is often more challenging for emerging brands than the production process for its products. While large retailers and e-commerce giants have typically been the avenues of choice, independent retailers are increasingly becoming a viable and rewarding alternative. 

Unlike large chains, independent retailers offer a unique mix of benefits to brands. They are often more receptive to novel products, allowing new market entrants an opportunity to showcase their innovative ideas without the barriers often presented by larger retailers. Independents also cater to a more localized customer base, fostering a stronger sense of community. This can translate into enhanced brand loyalty, word-of-mouth marketing, and customer retention, which are all crucial for emerging brands looking to establish a firm footing in the market.

Moreover, independent retailers are often more flexible in terms of negotiations and contractual agreements. They provide a platform for manufacturers to negotiate better terms and conditions, including pricing, delivery, and payment schedules. This can significantly reduce the financial strain on suppliers, enabling them to invest more in product development and growth strategies.

Egaging independent retailers

Following are some recommendations on how to build relationships with independent retailers.

Research: The first step is to research …

Read More