The Heinzeroth Blog

"With online meetings we consistently miss one very important thing" states one of our agency's clients recently. "We totally lose the ability to show our product advantages in person, giving buyers a chance to touch and feel the products."

This particular client was talking about Product Line Review (PLR) meetings with retail buyers at Home Depot, Lowe's, Menards and other major DIY retailers. There's a lot riding on those meetings which in pre-pandemic days were almost always done in person. PLR meetings often make all the difference in determining which brands will be on the retailers' shelves next season.

This absence of an experiential element caused us to think about ways our creative team can help companies come out on top in those meetings, even when the obvious limitation is that all things being discussed are on a computer screen.

MORE PLANNING IDEAS FOR SUCCESS IN PRODUCT LINE REVIEWS:

Considering the wide range of point-of-sale tracking tools available to help you prepare for your next Product Line Review (PLR), you may be missing the boat if you aren't equipped to address the metrics your merchant is most concerned about. Chances are, you may otherwise be inclined to go  over things that many buyers consider to be a waste of time. And even if you are bringing loads of information, perhaps it isn't presented in the way your buyer wants to view the figures. To help you plan for your next presentation, here are some thought starters you might keep in mind.

 

Preparing for a product line review (PLR) with a major retailer can be a challenging process. In the early stages of planning, it's normally best to follow the outline of topics your buyer has provided in advance of the meeting. Still, if that outline is rather sparse, or you suspect there will be other important issues discussed, it's always good practice to have your bases covered if the meeting takes off in a completely different direction. Perhaps these ideas will help you do a pre-flight check.

We often hear that our clients' retail buyers begin a product line review meeting with challenge statements, focusing on price and other issues that can cast a bit of gloom before you've had a chance to present your new products and merchandising. To steer the meeting your way and capture/hold the buyer's attention from the onset, it is important to frame your presentation with research.

Another product line review? So soon? If your company’s channel marketing strategy involves big box retailers, it seems that there is nearly always a product line review on the dashboard. In our research and creative support for companies that have been participating in these annual (or more frequent) “trips to the shark tank,” we’re seeing a few things about the process that have been changing the past couple of years. Among those changes: