For niche brands, getting a foot in the door of mass market retail is no easy feat, and the stakes remain high as retailers have, in recent years, trimmed SKU counts and grown increasingly risk-adverse. Yet, at the same time, retailers remain on the hunt for a point of differentiation among a sea of “sameness.”
Such industry trends have elevated the role that business development organizations, master brokers, regional brokers and sales and marketing consultants play in helping to bring niche brands to market, stay on shelf and garner the greatest ROI from their marketing spend. To gain greater insight into how these industry professionals are helping niche brands find success at retail, Drug Store News hosted a virtual roundtable discussion with some of today’s leading players.
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