Securing Retail Placement Doesn’t Guarantee Success

Scott Opfer, President of Opfer Communications, says there’s a myth that getting your product placed in a retail store will lead to success. “And the reality of it is, if you don’t sell through and sell through fast enough, you’re not going to stay and you’re not going to be be able to go back,” Opfer says. Retailers use planograms to map space and determine how much revenue it must generate. Opfer says if your product doesn’t generate the required revenue, the retailer won’t continue to carry it.

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