Why emerging brands are positioned to win on retail shelves
Before Laurenz Hoffmann brought brands to market, he was the one deciding which ones made the cut. Spending years in retail buying, he oversaw hundreds of product launches. Very few failed because of the product itself.
Instead, they failed on what comes after securing the listing: availability, replenishment, forecasting, and promotional planning. Just two promotional weeks with out-of-stock issues, and the item is dropped from the list by the next assortment review. It rarely makes a comeback.
Read the article by the Independent Logistics Society to find out what steps he took as a result.