The Four 'P's That Dictate Albertsons' Merchandising Strategy

In this conversation with Buster Houston, the vice president of national merchandising for supermarket giant Albertsons, he offers a deep dive into Albertsons’ merchandising strategy and the “four p’s” that dictate decision-making; how packaging impacts shelf placement and, in turn, generates trial; why slotting fees aren’t as cut and dry as they may seem and how early-stage brands can start a conversation with the retailer.
Show notes:
Buster riffs on his first name before discussing the complexity and key elements of a successful merchandising strategy. He also talks about the evolution of package design and how it applies to esoteric beverages, what might compel Albertsons to take a flier on a new or innovative brand, the art and science of merchandising, and how the company uses internal and external data to make merchandising decisions. He also explains how brands can “graduate” out of the natural sections of its stores, the reason that he describes slotting fees as part of a partnership with Albertsons and why he encourages founders to email him.