Get Your Dog Out of Here!
by Rhonda Retailer
March 19, 2008
Vinnie, darling, I thought you were in such a rush to get your new product onto my shelves, but the way things are going, there won’t be any space available for it until a week after hell freezes over. Here’s why: Remember that “hot new item,” that was “more than a line extension — a whole new concept in food?” It turned out be a “whole new concept in dogs.” I’ll be lucky if I can give it away.
It’s clogged up my cases and even my warehouse. There’s enough of it here to feed all the starving kids in China, if they’d only be willing to eat it. Why do I ever listen to you?
But the markdown money you want to give me to make that old product go away isn’t enough to go to the movies. Did you spend all your cash with my competitor down the street? Besides, you know the rules — if you want a new product in, an old one has to come out.
Let’s hope this “hot new product” you’re selling me now won’t be yet another dog. Hey, I’m willing to stock it but I’m not willing to pay for your past mistakes. If you want your new item on the shelf, get reasonable on markdown money. The longer you wait, the longer this old product sits here, and the less money we all make.
Rhonda Retailer
thayerw@bpnmedia.com
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