Tuesday, July 12, 2011 12:00:51 PM
12
Straight Talk – U.S. Retail Banners Status
Uncategorizedby Eric Lehner
Like yourselves, I have been awaiting a decision by two accounts in particular, regarding the listing of Winning Colours 1000+ Stain Remover. The “decision” I am referring to pertains to putting the product on the shelves, in all their stores, across the country, “now”.
In the spirit of straight talk, I am letting you know that the two most discussed chains in the home improvement sector, have let us know this morning, in our status update conversations, that such an across the board listing will not be taking place yet, although they both desire a continuation of their business relationship with us, in its current form, for now. The reasons for not putting us on the shelves across the chain yet are different for the two stores.
In the case of one, where we have an online presence, there is a desire to monitor the product sales trend on the online site. This retailer has been reducing shelf-based SKU’s in our category, and might make an exception in our case if the online trend will be sufficiently positive. For the moment however, it is too soon from that retailer’s point of view to buck the trend of reduced offerings in this section, with our brand, while it is still proving itself.
In the case of the other well known banner, where we have a (successful) test underway presently in Ohio, there are no changes being made for the balance of the year in their national plan-o-gram for our department , after all. Our test will be continuing, and possibly expanded, but the timing and form of this expansion is not yet known.
Accordingly, substantial growth of 1000+ Stain Remover in America is more likely to manifest itself in the short term through the activation of Do-it-Best, Duane Reade/Walgreens/Sam’s Club/Lancaster revitalization and additional prospects that are at an earlier stage of development. In Canada, short term growth is likely to come from the increasing cooperation with the national banners who have already put our product on the shelf, now including Walmart. Internationally, interest and growth continues as well.
Therefore, the bottom line as far as these two specific accounts are concerned, is that we are not going on their shelves immediately – and the timing will be longer than we would have liked – ie. not in the ”short term”.
Importantly, the existing business relationship with both organizations is positive, still progressing and still possessing the potential that we are hoping for – although not “tomorrow” as an immediate breakthrough
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