Many international brands looking to enter the U.S. market assume that the hardest part is getting a distributor or wholesaler to list their product. They believe that once their product reaches the shelves, sales will follow naturally. This assumption is one of the biggest reasons why brands fail.
The truth is that getting listed is only step one. The real challenge is keeping your product on the shelf—which requires an active sales and merchandising strategy to ensure consistent movement.
In highly fragmented retail markets like the tri-state area (New York, New Jersey, Connecticut) and the broader East Coast, where Group MCC operates, competition is ruthless. Without a dedicated effort to generate demand, secure in-store visibility, and build retailer relationships, products disappear from shelves as quickly as they arrive.
This article explains why just securing a distributor isn’t enough and what brands must do to drive product rotation, maintain retail placement, and scale successfully.
The myth of “just getting listed”
Many brands believe that once they have a wholesaler or distributor, their job is done. They assume:
- Retailers will automatically reorder because the product is available.
- Consumers will discover the product on their own and buy it.
- Distributors will actively push their product to stores.
This couldn’t be further from reality. In competitive markets like New York and New Jersey, where hundreds of similar products compete for limited shelf space, brands that don’t invest in visibility and sales execution simply don’t survive.
Here’s what actually happens:
- A wholesaler lists your product and delivers it to stores.
- If the product doesn’t sell quickly, store managers stop reordering it.
- The wholesaler sees there’s no demand and removes the product from their catalog.
- Your product loses shelf space, and you’re back to square one.
Retailers and wholesalers don’t have time to push your product—it’s your responsibility to drive sell-through and prove your brand deserves its place on the shelf.
The reality of fragmented retail markets
Unlike in some countries where distribution is centralized, the U.S. grocery retail market—especially in the East Coast region where MCC operates—is extremely fragmented.
Even though many retailers purchase through wholesalers, they are still independent businesses with unique preferences and buying behaviors. Here’s what this means:
- Many regional supermarket chains operate independently, even if they use the same wholesaler.
- Each store manager has control over product visibility, placement, and promotional decisions.
- If your product isn’t actively sold in stores, retailers won’t reorder, and your wholesaler will drop you.
In this type of market, having a strong in-store presence and field execution strategy is essential to driving product movement and maintaining shelf space.
Why in-store execution is critical for success
If you want to ensure long-term success in the U.S. retail market, your brand needs a dedicated strategy for in-store sales and merchandising. This includes:
1. Strategic in-store visibility and merchandising
The way a product is displayed directly impacts its sales performance. Products that are:
✅ Well-stocked and faced correctly sell faster than those left disorganized.
✅ Placed at eye level or on promotional displays get more consumer attention.
✅ Accompanied by in-store promotions have higher conversion rates.
Without a dedicated merchandising team ensuring that your product is visible, correctly priced, and well-positioned, you risk being overshadowed by competitors.
Example: How Red Bull dominated retail execution
Red Bull didn’t just rely on distribution to succeed in the U.S.—they built a dedicated sales and merchandising team that:
- Visited stores weekly to ensure stock levels and optimal placement.
- Built relationships with store managers to secure endcap displays.
- Executed in-store promotions that boosted trial and repeat purchases.
This hands-on approach is why Red Bull remains a leader in the energy drink category despite intense competition.
2. Sales representatives to build retailer relationships
Even if a store stocks your product, you still need to convince store managers that your product is worth keeping. This requires:
- Regular visits from sales reps to maintain relationships.
- Educating store teams on the product’s benefits.
- Negotiating secondary placements and in-store promotions to boost visibility.
Without a sales rep actively pushing your product in stores, you have little control over its success.
Example: How KIND Snacks scaled through retail relationships
KIND didn’t just rely on distributors—they built a team of brand ambassadors who:
- Visited retailers weekly to educate staff on the product.
- Offered samples to store employees, ensuring they personally recommended the product to customers.
- Secured premium shelf space and point-of-sale placements through relationship-building.
As a result, KIND grew from a niche brand to a nationwide category leader.
3. Consumer activation and in-store demos
Consumers won’t buy a product they don’t recognize. To drive trial and demand, brands need:
✅ Sampling and in-store demos to introduce the product to new buyers.
✅ Geo-targeted digital ads to drive foot traffic to retail locations.
✅ Influencer collaborations to create credibility and excitement.
Example: How Beyond Meat used sampling to win retail
Beyond Meat invested heavily in in-store demos and sampling at Whole Foods and other grocery stores. Their strategy:
- Targeted health-conscious shoppers with on-site taste tests.
- Trained in-store reps to educate consumers on the benefits of plant-based protein.
- Used social media and influencers to drive customers to specific retailers.
This combination of in-store and online engagement led to explosive growth and category leadership.
Conclusion: Why in-store execution is non-negotiable
Many brands fail in the U.S. market because they assume that getting listed in a wholesaler is enough. The reality is that without a structured in-store strategy, products get lost, forgotten, and ultimately delisted.
Success in fragmented retail markets requires:
✅ Strategic merchandising to ensure visibility and optimal shelf positioning.
✅ A dedicated sales team to maintain relationships and drive reorders.
✅ Consumer activation strategies to generate demand and accelerate sell-through.
At Group MCC, we specialize in helping brands not only enter the U.S. market but also thrive in retail. Our sales and merchandising teams actively work in the field, ensuring that your product is:
- Properly displayed and well-stocked in stores.
- Supported by sales reps who build retailer relationships.
- Backed by a retail strategy designed to drive sell-through and long-term success.
If your brand is ready to scale in the U.S. and needs expert support to secure and maintain retail success, contact us today to explore how we can help you dominate in the market.