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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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