By Mike Montemarano, Associate Editor10.11.21
At Natural Products Expo East 2021, two retail strategy experts in the nutrition space, Dries Zander, vice president of brand growth solutions for SPINS, and Alex Evans, managing director of LEK Consulting, discussed the importance of tailoring sales strategies based on unique factors at play in a variety of channels: natural, conventional, online, brick-and-mortar, and direct-to-consumer.
The 4Ps
Ultimately, it’s always a good idea to fall back on a “4P” strategy, Zander said, ensuring that the positioning, product, placement, and price are each optimized to appeal to a core of reliable consumers.
“The key differences across e-commerce, natural channels, scaled channels such as grocery and club stores, and convenience stores, are that the consumers populating these different areas show up with different motivations,” Zander said. “In natural retail settings, consumers are more inclined to buy progressive products, and tend to
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