Luxci
Before everything, some background:
Luxci is a premium, made-in-USA brand that aims to redefine sexual wellness. They sell a series of products, but only one of them is important for this case study: their “Love Bites Enhancement Gummies”
⚠️ The Problem:
The problem was pretty simple. Getting the brand and the product into retail proved to be more difficult for Luxci than they expected. Buyers were worried that it wasn’t the right fit for retail stores at first, so they did not want to proceed after the original meeting.
However, it most certainly didn’t end there. The question:
What can be done to prove to the buyer that Luxci is a brand worth taking a risk on?
What worked very well, in this particular scenario, wasn’t a magical solution of changing one thing, rather a plethora of making a few small, but incremental changes:
✅ The Solution:
Localised Ads
They started running localised ads around the store of the retailer that they talked to. To their headquarters, too. Ran high-targeted ad spend to that exact area to push the product to the employees, the managers, and to the buyer himself.
Low spend, high ROI.
People
Quite a simple solution, yet a highly effective one. They started paying people to go into that particular store, and 4 others in that area, and ask if they have a product in that particular category.
The key here was to not push too hard to the exact product, but not too little so it’s dismissed. Steer the conversation naturally in the category of the “Love Bites Enhancement Gummies”, not mentioning the name 95% of the time.
But what they described was exactly the product that was pitched to them weeks ago, more or less.
A couple of other minor creative changes, and 1 month later, Adam and Eve’s had placed their first PO (Purchase Order) for Luxci.
Starting with a few locations, and expanding quickly across multiple stores. Multiple retailers, too.
💡Key Takeaways:
Retailers are looking for a brand to drive buyers into the store.
Even if they can’t, or won’t, admit that specifically - they are looking for new buyers, either for their entire store, or for that particular category. Prove you can drive people to either/both, and you’re in.
Sometimes you have to make your own luck. Don’t be afraid to use creative ideas, or any ideas for that matter, to get into the store.
Just make sure you’re ready for retail first. If you get into the store, and you can’t keep up, either with no stock or too much stock - you are in a bad position.
