Maximizing Test Store Performance (A Must-Read for Challenger Brands at Retail)

THE DILEMMA OF TEST STORES:

What should you do when your fate at retail is dependent on your product’s performance in a handful of “test stores?” If your sell-through is strong, then your product line gets rolled out to all stores nationally – if not, then your door practically closes forever at that retailer with that product line, even down the road when the “new and improved” version hits the market. The real question that we all struggle with is “Should my company put forth any efforts to stimulate demand in a test store environment, even though we know that those efforts will not likely be replicated upon national roll-out?” The answer is an unequivocal, “yes!”

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