In December, 22 additional Do it Best locations took delivery of 1000+ Stain Remover for the first time. This puts us into 851 locations, or approximately 20% of that organization’s affiliated stores.
We are receiving good feedback both about the product and about the kind of company that we are to deal with. There is no reason to doubt that Ace or True Value outlets will be as positive about these two metrics, if or when we gain warehouse listings with those organizations.
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Most people (and retailers) are not “early adopters”. When a clear trend emerges, then more join. In their book on the subject entitled “Consumer Behaviour”, authors Wayne D. Hoyer and Deborah J. MacInnis state: ” One research company has suggested that 16% of U.S. households are ….early adopters.” This is followed by “early majority” and “late majority” categories who follow the lead. The exact percentages vary between researchers, but the basic phenomenon is beyond dispute – initially only “some people” as a first group, then eventually the majority, in stages, for things that catch on.
Fortunately for Winning Brands, 1000+ Stain Remover would only need to become a regularly used product amongst 10% of households nationally for the company to achieve profound success in dollar terms. We continue to aspire for this, and more, through focus and determination.
