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The natural products trade is a new-products industry. Savvy independent natural product retailers know the importance of
leveraging one of their greatest assets the speed in which they can introduce new products to consumers, educate them as
to their use, and enjoy first-to-market sales before large retailers, chains and other channels pick up the products.
With over fifteen thousand new products introduced each year, the task of determining which new offerings to bring into your
store can be tedious. Since quality and efficacy are paramount, assessing the many candidates requires more information than
a single abbreviated line off an order sheet can deliver.
A second key to successful natural product retailing is the art of storytelling. There are thousands of outstanding and effective
products carried in our stores which have been around for years, but have never really had their stories told.
The goal of Danny's Pick of the Week is to provide retailers with suggestions for quality products that have wonderful stories to
be told, and which currently are not being heavily discounted by the competition. Essentially, doing the research for you.
The criteria for choosing my pick of the week, is the same I used when I was a retailer. To qualify, the product should:
- Contain only natural and organic ingredients
- Have no conventional preservatives or artificial colors
- Have quality third-party science indicating efficacy (if a supplement)
- Not currently deep-discounted in mass outlets
- Provide a solution that applies or appeals to a large group of consumers
Simply put, we are looking for quality products, with proven results, which currently have limited retail shelf space.
Each week I review many items using the above criteria, providing retailers with a product recommendation that they can embrace,
promote, and enjoy healthy sales and margins, while the competition is focused on selling the alphabet vitamin of the week at
40% off retail.
To ensure a level playing field for all products, I receive no promotional fees from any manufacturer for this review and recommendation.
So, if you are looking for a method to quickly identify products ripe for storytelling and full-margin sales, make Danny's Pick
of the Week a weekly stop on your new product shopping list.
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