5 Realities in a Tough Retail Market & How to Stay on the Front Foot.

For many mid-sized consumer goods and retail brands, growth isn’t blocked by one big issue — it’s death by a thousand small leaks.

In our work with operators, founders, and commercial teams, we’ve uncovered the real friction points stalling momentum. Here are the ones you can’t afford to ignore — and what to do about them.

1. Promotion Addiction Is a Downward Spiral

I once watched a great new brand proudly announce their first major win — landing a national retail listing after years of grind. The photo? A big smile next to an endcap stacked with all four of their new products… at half price.

It’s a moment worth celebrating — but launching at a steep discount can set a dangerous precedent.

In grocery, your performance in the first six weeks is everything. Sure, you want to drive volume early — but if your first impression is $2, good luck convincing customers you're worth $4 later.

Baseline (non-promoted) sales are what buyers care about when the next range review rolls around. Strong promo spikes might turn heads, but long-term velocity at full price is what keeps you on the shelf.

Use promotions as a strategic lever to drive trial, not a crutch to mask weak baseline demand.

What to do:

• Define your promotional pricing strategy before you hit the shelf
• Know your margins — and the retailer’s — at every price point
• Build everyday value into your offer so your brand doesn’t disappear without a yellow ticket
• Remember: you control your promo destiny. Don’t let it define you

2. Demand Spikes Are Your Foe; Forecasting Is Your Friend

Spikes look sexy in a graph. But unpredictable surges in demand (that you can’t fulfil) don’t impress retailers — they frustrate them.

And next time they’re reviewing the shelf, they'll go with the brand that delivered, not the one that almost did.

Great brands grow with consistency, not chaos.

Forecasting isn’t about getting it perfect — but improving accuracy keeps the engine humming and customers happy.

What to do:

• Use historical sales data plus current inputs to build smarter forecasts
• Share demand plans with suppliers early
• Build buffers where it counts
• Align your ops, sales, and finance teams monthly — if they’re not in sync, you’re flying blind

3. Channel Chaos: Shiny Object Obsession

When every channel is fighting for its own piece of the pie — and none of them talk to each other — you don’t grow, you scatter.

Too many brands fall into the trap of “being everywhere” because someone asked to range their product, only to end up nowhere in particular. DTC undercuts retail. Retail sometimes undercuts DTC. Wholesale scales volume but erodes margins. Exclusivity can be powerful but risky.

Winning brands don’t chase every shiny new toy — they pick their battles.

They build smart channel strategies where each piece supports the others. Laser focus with intent always beats scattergun without direction.

What to do:

• Define the role of each channel
• Build focused strategies tailored to channel nuances
• Watch for channel conflict — especially pricing and promo

Focus your firepower where you have the right to win. Spray and pray is not a strategy.

4. Your Brand Is Your Secret Weapon — Put It at the Forefront

Your brand is more than your logo — it’s your shortcut to memory. It’s how a shopper picks you out in 2.3 seconds while wrestling a toddler and trying to remember what they came in for.

If you don’t actively build those brand cues — story, tone, visual assets, emotional hooks — they dissolve quickly.

Retailers want brands that can cut through clutter, earn loyalty, and bring something distinctive to their shelves.

What to do:

• Create a compelling brand positioning — it starts with why (see Simon Sinek’s TED Talk)
• Build and reinforce your distinctive assets: colours, cues, characters, pack formats
• Keep it single-minded — simplicity always wins

5. Know Your Shopper’s Every Move

Retailers don’t just want great products — they want brands that understand their customer. Because if you don’t, they have to… and that’s not their job.

Mapping the customer journey is not fluffy branding — it’s commercial strategy. It drives awareness, improves conversion, elevates post-purchase experience, and boosts repeat sales.

Know your customer’s customer — deeply.

What to do:

• Get to know them
• Map the shopper journey, pain points, and how you solve them

Build trade stories that show you understand the shopper inside out.

Wrap-Up: Not Doom & Gloom — Just Some Tips to Help You Zoom

These challenges are real — but they’re fixable. With the right strategy, sharper focus, and a few experienced heads, you can turn chaos into clarity and growth into something sustainable.

At Strategic Specialists Group, we roll up our sleeves and work alongside you to untangle the mess, spot the gaps, and build a plan that actually sticks.

Want to check in on your thinking? Book a complimentary 30-minute sounding board session — no fluff, just a helping hand on the hard stuff.