17. Fix Your Distribution Before You Scale
from Bulletproof Your CPG Brand Hosted by Daniel Lohman
17. If shoppers can't find your product, they can't buy it—and they'll buy your competitor instead. Distribution isn't optional. It's the foundation of your brand. In this episode, I break down why distribution is the single most important growth lever in CPG—and why not all distribution is good distribution. We explore push vs. pull strategies, how to build an evangelistic following that drives retailers to you, and why your top-selling SKUs must be in every store before expanding assortment. I also introduce the Efficient Assortment Strategy—a fact-based framework that helps you identify declining SKUs, reclaim shelf space, and position your brand as a category growth partner. You'll learn how to use cumulative share, dollar rank, ACV, and KPI-based assortment planning to secure and protect distribution across store sizes. If you want to stop losing loyal shoppers to out-of-stocks and start negotiating from strength, this episode is essential. Get instant access on the show webpage: RetailSolved.com/session17
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