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. We created an innovative pricing model and made-for-retail consumer package. We also developed the go-to-market strategy and retailer presentations, 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, we 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 just 3 years after launch.
Retail Smarter continued to support Identigene growing the business to more than 5x its original volume until Identigene was acquired by HomeDNA for a multiple.
When Woman-Owned ProBiora shared their oral care probiotics story with us, it made us smile. So, we returned the favor with a stand-out yellow box that happily greets shoppers as they search for fresher breath, whiter teeth, and healthier gums. And, because oral care probiotics were so new to the retail market, we improved the package graphics and copy to help simplify probiotic science for everyday shoppers.
Talking to retailers on their own hadn’t yielded much success. So, in addition to new packaging, Retail Smarter developed a new selling story (and new presentation decks) that brought the message home to retailers.
We also helped ProBiora manage an important supply-chain transition, coordinating with suppliers for bottles, labels, and boxes, and ensuring end-to-end operations were ready to meet retailer expectations. We worked closely with the team to ensure regulatory compliance, shelf stability, and a great shopping and unboxing experience across all product lines, including oral care probiotics for adults, kids, cats, and dogs.
We made retailers smile, too, with bold campaigns that perfectly positioned ProBiora as the innovation they needed in the oral care and pet care categories. ProBiora increased volume at Amazon, Chewy, and Petco, and earned placement on the shelf in Walmart stores.
This Latina-owned brand of authentic, Mexican salsa delighted local customers and grocery stores for years, but the pandemic disrupted the business and nearly stopped sales altogether.
Founder Elia Rivera teamed up with Retail Smarter to help rescue the business. Elia owned the salsa recipe, but had never trademarked the original name or registered for a UPC code. We helped reinvent the brand from the ground up to create Rivera’s Family Recipe salsa.
We also helped Rivera’s develop a supply-chain infrastructure that could accommodate retail growth at a national level. A new co-manufacturer, new warehousing facilities, and a reliable transportation network completed the picture, and the business was truly ready for retail.
We created a retail sales presentation that authentically told the brand story. Retail buyers appreciated how the distinctive “blue label” stood out on a crowded salsa shelf. The bright label easily helped shoppers identify the all natural and authentic premium salsa. With regained distribution at Hy-Vee and new distribution at 100% of Meijer stores across the midwest, the brand is stronger than ever.
Veteran-led and minority-owned Wakefield is helping gardeners everywhere rediscover biochar, a soil conditioner that gets plants and flowers to thrive and reduces greenhouse gasses. Wakefield enjoyed early success with landscapers and agriculturalists, but retailers were slow to embrace biochar — partly because they got lost in industrial style packaging that didn’t help shoppers (and retailers) understand what it is or how it works.
Retail Smarter collaborated with the Wakefield team to simplify the message: “Better gardens start with biochar.”
All-new, shopper-friendly packaging helped consumers quickly and easily understand how biochar could help their gardens bloom, and retailers got on board.
Brick-and-mortar distribution soon followed with hundreds of independent lawn and garden centers and Meijer stores in the midwest. Wakefield BioChar also became part of the invitation-only online platforms at Home Depot and Lowe’s.
Gateway Genomics developed SneakPeek, the #1-OB/GYN-recommended early gender DNA test that’s also #1 on Amazon.com. The DNA technology behind the test provides near-perfect results (99.9% reliable at just 6 weeks pregnant!) that are delivered via a mini gender reveal party in mom’s email inbox.
To get their product ready for retail distribution, they turned to Retail Smarter. Together, we developed an enticing retail pricing strategy, and connected SneakPeek to major retailers with a stellar presentation deck and dozens of in-person and online meetings. And, we upgraded the SneakPeek consumer package to fit on the shelf next to pregnancy test kits in the Family Planning aisle.
Now, soon-to-be moms can discover the baby’s gender almost as soon as they learn they’re expecting!
Retail readiness helped SneakPeek win the 2022 Total Store Expo New Product Showcase and a fast-tracked listing with Walmart.com. It also earned in-store retail distribution in hundreds of independent pharmacies and 4,700 Walgreens stores. Gateway was acquired by Myriad Genetics, as the first retail product in their portfolio of genetic tests.
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