Last week, I attended meetings at Target for an organic skin care brand (different client from my Walmart trip).
This brand began selling to Target in April 2015. And they first brought me on with the request:
“Can you work with our sales rep to make sure we perform well at Target? And help us grow our shelf space?”
Their request stemmed from concerns that sales were too slow and they were afraid they would not be renewed for 2016. We immediately began digging into sales and coming up with a plan of action.
Simultaneously, Target invited this brand to submit for their big 2016 merchandising and marketing initiative, Made to Matter. This lengthy process included multiple rounds of consideration. Approximately 100 brands would be whittled down to just over 30 brands over several months.
Flash forward to mid-July. This brand scheduled two meetings at Target HQ:
- A line review with the category buyer and,
- Made to Matter final round pitch presentation to a cross-functional committee of 15+ executives.