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The Startup CPG Podcast

#149 - Buyer Spotlight: Roberta Townes, GNC

The Startup CPG Podcast

Startup CPG

Startup, Food, Business, Beverage, Cpg, Entrepreneurship

4.9 • 642 Ratings

🗓️ 2 July 2024

⏱️ 48 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In this episode of the Startup CPG podcast, Daniel Scharff sits down with special guest Roberta Townes, a Senior Category Merchant at GNC, proud partner of the Startup CPG Community. Roberta shares insights into GNC's global impact and the strategic success stories of its diverse brand portfolio. They delve into the complexities of launching new brands and selecting prime store locations, offering individuals a deep dive into GNC's retail strategies tailored to current market trends.


Whether you’re a seasoned entrepreneur or aspiring brand innovator, this episode is a great deep dive into one of the most exciting health and wellness retailers (and one of the top in the world by door count).


Tune in now!


Listen in to learn about:


  • Roberta's Career Transition and Role at GNC
  • GNC Overview and International Operations
  • Brand Partnerships and Exclusivity
  • Key Elements of a Successful Pitch to GNC
  • Discovery and Selection Process
  • Consumer Engagement and Loyalty
  • Interventions for Underperforming Brands
  • Brand-Merchant Relationship
  • Trends and Opportunities at GNC
  • Importance of Demos

Episode Links:

GNC’s Website
Roberta Townes’s LinkedIn


Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.



Show Links:

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Transcript

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0:00.0

Hey, listeners, we all know how important it is to get dedicated FaceTime with retail buyers.

0:07.0

And now, when you upgrade to a RangeMeep Pro subscription, you get three in-person buyer meetings at an ECRM session.

0:14.0

That's right, three 20-minute private meetings with buyers in your category.

0:18.0

Tell them your story, sample your products, and have a distraction-free conversation.

0:22.6

And a pro tip, our startup CPG community discount is the best deal around on RangeMe.

0:29.6

You can get RangeMeep Pro with the three meetings for 1199. That's more than half off the regular annual rate.

0:36.6

RangeMeep Pro subscribers also get unlimited product listings, a dedicated customer success manager,

0:43.2

VIP access to limited time campaigns, exclusive ongoing submission opportunities,

0:48.4

and insights into which retailers are checking out your brand and products.

0:52.7

To learn more, visitrangeme.com slash startup CPG.

1:17.2

The key to all of that is knowing what your sales plan is and having constant communication with the merchants, right?

1:18.8

So not just seeing the sales, not hit the plan and not doing anything or saying anything

1:22.9

about it, but being proactive.

1:24.9

And the merchants have just really great knowledge, of course, about all of the different

1:28.7

levers.

1:29.1

Maybe the retail is too high.

1:31.0

Maybe there's opportunity to adjust from a retail standpoint.

1:34.0

So I would say that you're coming in and not hitting your sales numbers, it's crucial

1:38.7

to just immediately have that conversation.

1:41.1

I know it's a tough conversation, but it's better to have that up front before not doing anything for six months and then getting that conversation. I know it's a tough conversation, but it's better to have that up front

1:44.6

before not doing anything for six months and then be getting that call or email that you're

1:49.6

exiting. Welcome, welcome, welcome. We are back with another buyer spotlight. And this time,

...

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