WHERE

Retail distribution must first be gained, and then carefully maintained…both on physical store shelves and online search results.  This begins with having the best retailer-specific sell-in support, including the ability to quickly and objectively address objections, and carries through to the careful choreography of the shopping experience.

It requires sales materials that don't just get a yes for your product, but gives Retail Buyers a reason to say no to competitive items.

It involves making disciplined decisions, like having viable costs and pricing, that are within acceptable ranges to sustain funding as in-market dynamics play out.