How Do You Get Retailers to Buy into a New Merchandising Concept?

The Problem
concept to attract shoppers living a particular lifestyle. But how would it get retailers to buy into the concept and implement it?

The Approach
Retailers are notoriously reluctant to accept suggestions on store organization from a manufacturer. They want to participate in the development process. So, WSL Strategic Retail interviewed senior executives at 10 retail companies (from our Retail Executive Panel) to get their reactions to the concept, develop ideas on how to make it relevant, and ultimately to build buy-in.

The Result
Retailers recognized the concept as a big idea. In fact, they wanted to make it even bigger to create greater impact. We helped the manufacturer redefine the concept. And the retailers embraced it. Retailer input saved the concept from being undersold – and unnoticed by shoppers.