I sent this to Eric today. Eric, I hate too throw cold water on your fine Walmart blog ,but I did a little recon work @ Duane reade in Hakensack N.J.What I found was not encourageing .They had the 4oz 12 pack on the top shelf I almost missed it and I was looking for it.The box was not properly displayed the pop up add on the top of the box was folded under [I fixed it] and the bottles were caved in and if the caved part was where the label ended the label was coming off. Thanks Nick
Hello Nick,
Thank you for the recon. Actually, we are aware that the positioning and handling of the first in-bound shipments to some of the Duane Reade stores, particularly the outlying stores beyond core Manhattan locations, were getting inconsistent treatment. We have a friendly, professional relationship with the chain, and are working on finding the right balance between insisting that our “display standard” is met on the one hand, and “insisting our way out of the account” on the other, if you know what I mean.
Our plan is to consolidate the merchandising efforts around those locations that will have product in the right display configuration, help them to be successful, and then earn our way into a broader position within the chain in due course. Being in the less accessible shelf space is one of the realities of getting the foot in the door with a major chain. We are the new kid on the block, and have to prove ourselves by encroaching upon better and better positioning, if we are given the chance.
The challenge of working with the chains is that a single buyer makes the crucial decisions – and can easily be pushed too hard in view of their heavy work load and short available time to speak/review/plan collaboratively.
The upside of course is the store quantity and the implied endorsement of a major retail banner.
The independent hardware stores are opposite to this. Individual store owners can and do take the time (under the right circumstances) to discuss all manner of arrangements, and can make decisions efficiently. On the other hand, they do not have the high shopper count per store – thus necessitating a more labour intensive build-up and account management effort on our end. Both models have their advantages, and we have exposure and presence in both. What is true of both environments, however, is that we have to earn our way into their Grade A product class through demonstrated effort, effectiveness, brand management, customer satisfaction and shelf turns.
We are tireless working to foster these conditions.
Thank you, Nick, for your tremendous good will and interest in our well-being.
Cheers,
Eric Lehner, CEO
WINNING BRANDS CORPORATION
(705) 737- 4062 Extension 101
www.WinningBrands.com
www.1000Plus.ca
