QUESTION:
- “Was the second order a replenishment order, or filling the pipeline?”
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ANSWER:
Each retailer makes different information available to us about sell-through. It takes time in some instances to earn the trust of the retail partner to receive this information. Some others have the culture and mechanisms that allows vendors to determine this exactly. In the case of Spartan, the participating stores are not all corporately owned, but rather in a wholesale supply relationship. Thus, we do not yet have the means to distinguish between “re-stocking” activity and initial fill being made from our shipments. This may evolve as the account operations evolve.
We have an excellent relationship with Spartan. Winning Brands appreciates the opportunity that their decision to add the 4 ounce bottle (for starters) to their re-sets represents. Now that the originally targeted stores all seem to have their inventories and everything is in place, there will be marketing cooperation of various kinds to bring attention to the presence of Winning Colours Stain Remover in these stores. There will also be experimentation with price points in promotions to develop statistics for marketing strategies. In-store merchandising techniques of various kinds are being discussed with Spartan now to stimulate velocity at the shelf during 2011.
