David Biernbaum’s CPG blog provides practical tips for success from a retail strategist with nearly 40 years of CPG experience.
The Product In this age of SKU-rationalization, it’s critical your product has a defined market need, point of differentiation and good timing. The Right People The CPG retail industry is complex and unforgiving, with hundreds of hidden details and nuances. Experience PAYS! The Right Appointments Retailers operate with specific category planning calendars. It’s critical to […]
If your broker can be at a meeting with an account he or she has a relationship with, take him or her with you! Don’t ask buyers, “Where are you located and how many stores do you have?” This indicates you have not done your homework and don’t know the industry. You lose credibility at the […]
Your brand must sustain the company’s or store’s image. Store brands should be viewed as more than margin boosters and serve as reinstatement of the store’s identification. It’s important to note that true value-oriented brands build customer loyalty, even through economic downturns and recoveries. The quality of the merchandise should be communicated effectively—not understated nor overstated! […]