Strategic Shelf Expansion for Milani Cosmetics

This guide outlines the strategic initiatives for Milani Cosmetics to expand its shelf presence in retail environments. It discusses the challenges faced by the brand in maintaining its footprint despite consistent year-over-year growth and a solid reputation among retailers. The document presents the objective of collaborating with key retail partners to develop a growth strategy that leverages data for incremental shelf space and sales improvements. Key challenges include understanding category nuances, overcoming complexities of increasing shelf space, and demonstrating the potential for incremental revenue through additional space. The guide details recommendations such as enhancing efficiency in color cosmetics by focusing on brands that can drive increased velocity when shelf space is expanded. It concludes with insights into Milani's successful outcomes, highlighting a 39% increase in shelf space at Walmart and a 22% sales uplift in Supercenters, emphasizing the importance of data-driven conversations and retail-specific selling strategies.