Case Studies: Bottom-line results.

From Start-up to Acquisition

Sorenson Genomics engaged the Retail Smarter team to transform its online DNA paternity test business into a consumer product fit for the retail shelf under a new brand name: Identigene. Retail Smarter created an innovative pricing model, consumer package, and graphic design, the go-to-market strategy, retailer presentations and then led the meetings with retailers. Long before 23andMe and other genetic tests came to market, Identigene became the first-ever DNA test available at CVS, Rite Aid, Walgreens, and Walmart.

After a successful launch, the Retail Smarter team continued to drive consumer marketing and retail expansion. A new website, digital marketing, traditional media, and even a celebrity spokesperson led to double-digit growth and distribution at more than 25,000 U.S. retail locations in just 3 years from launch. Retail Smarter continued to support Identigene growing the business to more than 5x its original volume until, in year 10, Identigene was acquired by a larger firm.

From Natural Channel to Mainstream

Our client was successful with a unique product in the Natural channel. They wanted to expand into grocery, drug, and mass channels, where this segment of wellness products was non-existent. They asked our team to help them accomplish this dream. Using market insight from natural stores and spas, we designed packaging and shelf trays to display the product with its best foot forward on the shelf.

We also conducted market research to show skeptical buyers the product had potential to go mainstream. We developed presentation materials and secured distribution at Meijer, Harris Teeter, and others, including Walmart, who agreed to distribution for several items, with estimated retail sales of $3 million in Year 1.

When Features and Benefits Aren’t Enough

A sun care division of a $1 billion corporation engaged Retail Smarter to help them increase market penetration in Private Label. By using the lense of a retailer’s category management framework, we sought market insight by studying shopper behavior for private label in general, the dynamic of brands vs. private label in this specific category, and integrating that learning with larger lifestyle trends identified through our analysis of Nielsen data, IRi reports, and Mintel research.

These insights revealed immediate go-to-market opportunities for their current product portfolio as well as implications for new product development. We developed sales presentations and talking points that clearly identified retail opportunities now and in the future. To help train the national team, we led sales meetings with key retailers—Walmart, Kroger, and Publix—alongside the company’s regular sales staff.

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