Illustrative examples of how brands and retailers gain leverage.
How To Maxx Out Retail er Leverage (With Unwilling Help From Apple’s IPAD)
I don’t care whether you are a retailer or a brand marketer, I just know that at some point on Friday November 19, 2010 you wished you had the same idea that some genius(es) at TJ Maxx did.read more
All Hail the Kings of Retail Leverage – Monster Cable
The strategy is nothing short of genius – find a high-demand, high dollar consumer electronic product category and profit by selling the low-cost, high-margin accessories that complement the device and make it actually work.read more
Martha Stewart Called To Carpet For Benefiting From A Legal Trade
I wanted to provide an update to Vince Young’s prior coverage of Stainmaster carpet’s move to Lowe’s and share an article by Chris Burritt that just appeared in Business Week detailing how the dust has settled. The net is that Martha Stewart now has the featured brand of carpet at the #1 carpet retailer in the US, Home Depot.
In today’s environment it is rare that a brand drops a major retailer. Once the shock wears off, you can see how major moves by competitors, particularly exclusive deals, can create retail leverage opportunities.read more
Home Depot Builds Something Too Big To Ignore
EXCEPRT: TO READ FULL ARTICLE, CLICK ON TITLE:
WATCH & LEARN – HOME DEPOT DECLARES BLACK FRIDAY IN APRIL:
The fight for Retail Leverage doesn’t end with brands duking it out in the aisles. Retailers take it outside, fighting their own battles. If you think unemployment, the real estate market, and tight credit has hurt sales for your brand, imagine how that rolls up to create a desperate environment for the retailer. While the home improvement sector in retail is still fragmented, the two resounding leaders are Home Depot and Lowes.
Home Depot, in a bid for some Retail Leverage of its own, and in an effort to drive year over year sales growth, has declared “Black Friday Is Back”, creating their own retail big event.
To read more, click on title.read more
Walmart and Best Buy Place Their Bets and Position Themselves For Their Next Battle
THIS IS AN EXCERPT; TO READ FULL ARTICLE, CLICK ON TITLE.
It started with Tivo’s announcement of a marketing partnership with Best Buy last July, and gained steam with Walmart’s recent acquisition of VuDu, and escalates with Tivo’s new big news on March 2nd. The next big battle in Consumer Electronics and TV’s is coming closer.
The reason I share this article with you is that you don’t have to be selling TVs or set top boxes to walk away with ideas that you can apply in your own brand/business.
HOW CAN YOU ADVANTAGE A PARTICULAR RETAILER?
The key lesson here in the pursuit of Retail Leverage is to ask (and answer) the question – “How can I advantage a particular retailer versus their competition?” Get over the battle you are fighting against other brands – THE RETAILER DOESN’T CARE. The real story is the retailers fight against each other.read more
STAINMASTER Carpet Goes Wall-to-Wall at Lowe’s
THIS IS AN EXCERPT.
CLICK ON THE TITLE TO READ THE FULL ARTICLE:
While the STAINMASTER brand has considerable equity in the home furnishings and flooring industries, the team at INVISTA was able to gain distribution at the world’s second largest DIY/Hardware chain by thinking like a challenger brand and adopting two key strategies to gain Retail Leverage.
Retail Leverage Principle #1: Bring Pent-up Demand to Stores
Retail Leverage Principle #2: Offer Product or Program Exclusivity
If Coke Needs Retail Leverage Then You Do Too
A KILLER APP FOR RETAIL LEVERAGE:
Coke’s Freestyle system hits on several of our 5 points in how to gain Retail Leverage.
#1 Have The Hot Product With No Substitutes
#3 Be A Top Revenue Vendor
TAKEAWAYS FOR ANY MARKETER:
No matter how big your brand is, you still need Retail Leverage
If they big guys need leverage, what does that say about the smaller challenger brands?
Figure out what you have to exploit that others don’t and leverage it.
If you don’t have something unique / different / better, then be prepared to move to the 6th, rarely spoken of, painful way to get Retail Leverage: Price.
To read the full article, click on the title!read more
Can Airport Kiosks Help You Gain Retail Leverage? They Did For NEAT!
NEAT! organized its retail leverage strategy around airport kiosks. They built a base of success in airports. Their first retailer was their own channel. They believe this gave them their best chance to succeed. Today, Neat’s products are found on the shelves of the largest Office Superstore chains – Staples, Office Depot and Office Max, many regional retailers and on the websites of such behemoths as Amazon.com.
To read the full article, click on the title.read more
What The Bleep Is POWERMAT And How Did They Get Retail Leverage?
When you start breaking down Powermat’s launch strategy, you’ll realize they are using a hybrid of retail leverage strategies. More importantly, they are doing it on a scale much more relevant to challenger brand marketers used to dealing with 7 figure budgets.
1) Offer Program or Product Exclusivity (sort of)
2) Have Something So Big “They” Can’t Ignore
To read the full article, click on the title link.read more
Update to Nikon Retail Leverage Example
I found some great material supports our example of how Nikon gained Retail Leverage with “Something So Big It Can’t Be Ignored” (the Ashton Kutcher campaign).
Please click on the the title to read the full post.read more