We just had our line review with Target. This was our first official line review, so I wanted to share some learnings from the experience.
First, why this matters. Target is innovating a ton in food and beverage right now, and it's clearly paying off. From their Q2 earnings: net sales up 5.3%, comps up 3.8%, traffic up 3.6%. That's their second straight quarter beating sales and margin expectations, with 24 new stores year to date.
Now the learnings.
Buyers are playing chess with their POG (planogram, the map of what sits where on the shelf). They have to spot trends a year ahead of time. And every time an item goes on the POG, another item has to come off.
So much strategy goes into this. It gives me even more respect for all the buyers out there.
Target does a physical POG review for certain items. There's a floor in their building set up as a mock store shelf. Buyers place their items exactly as they would sit in store, and leadership walks it and reviews it.
Back to point one: it's a big game of chess. As a brand, you should plan your SKUs and packaging accordingly.
At the end of the day, we're selling food. Yes, the numbers have to add up. But the buyer is also putting themselves in the guest's shoes to decide whether they would actually want to eat it.
We brought 4 new flavors we're working on (not ready to share publicly yet!) for the team to try. The feedback was great, and they loved them.
Line reviews are where the real work happens. Buyers think a year ahead, physical shelf placement is strategic, and at the end of the day, the product has to be something people actually want to eat.
Super thankful for Kelly Lundberg and Juniper Partners for helping us navigate this and putting our best foot forward. And for making an incredible Boostcous summer salad!
If you're preparing for your first line review, plan your SKUs and packaging with the shelf in mind.
