QUESTION
Eric, any progress on the talks with that big box retailer “….(Previous) ANSWER Yes, Winning Brands was invited to participate in a Product Line Review at one of the major retailers in the category in July. We attended and made our case. The PLR process will be completed in August and a decision regarding changes in the category should be known in November.” Anything yet?
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All vendors participating in this Line Review have been told by the retailer that their decisions pertaining to this review have been deferred by 60 days. That puts it into the end of January. In my opinion, we should not rely on this, because the line review/listing decisions of the largest chains are increasingly unpredictable despite encouraging intentions that category buyers may have as individuals. In other words, it does not matter how encouraging the retailer is in conversation with the vendor at any and all in-person meetings leading up to their line review decisions, and no matter how much the buyer genuinely likes your product(s) on a personal level, it has become impossible to predict the outcome. I have even had a national buyer make verbal commitments in the presence of others – that have not materialized. Unpredictability seems to have increased in the last few years with the growing adoption by the largest retailers of internal committees. There is also a drive toward SKU reduction across many categories resulting from the slow-down in economic growth during the last few years. It has become impossible in this environment to project a retailer’s final corporate decision based on the intentions of the buyer, even if communicated face to face, until that formal corporate decision emerges from the retailer.
