How To Maxx Out Retail er Leverage (With Unwilling Help From Apple’s IPAD)
- Nov
- 19
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 moreSTAINMASTER Carpet Goes Wall-to-Wall at Lowe’s
- Mar
- 01
THIS IS AN EXCERPT.
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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
Can Airport Kiosks Help You Gain Retail Leverage? They Did For NEAT!
- Oct
- 26
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.
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read moreRosetta Stone Speaks the Language of “Retail Leverage”
- Aug
- 23
THIS IS AN EXCERPT; TO READ FULL ARTICLE, CLICK ON TITLE.
SUMMARY:
Earlier this week, Office Depot formally announced plans to become the exclusive office product superstore to offer Rosetta Stone’s award-winning Rosetta Stone computer-based language learning system.
How did Rosetta Stone gain retail leverage?
1. Direct-response selling (infomercials)
2. Launch exclusively with specialty/boutique retailers
3. Launch exclusively with one major retailer
Success Breeds Success – Five Ways to Unleash “Pent-up Demand” at Major Retailers
- Aug
- 19
THIS IS AN EXCERPT; TO READ FULL ARTICLE, CLICK ON TITLE.
SUMMARY:
Retail buyers hate risk.
Five approaches which establish a track record of success prior to engaging with the universe of major retailers:
1. Over-invest in Trade Shows
2. Seriously consider direct-response advertising
3. Launch exclusively with specialty/boutique retailers
4. Build a “community”
5. Launch exclusively with one major retailer
Remember, very few strategies give your challenger brand more leverage at retail than the promise of bringing your successful past to the retailer’s risk-averse present.
Is Paul Frank Monkeying Around With Target – Or Using Retail Leverage?
- Aug
- 12
Paul Frank launching kids line at Target is classic example of Rule #4 to Gain Retail Leverage – Bring Pent-Up Demand To Stores.
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