About 2×4 Nutrition<\/h2>\n\n\n\n![\"\"](\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/headshot-3-small.jpg?auto=format%2Ccompress&fit=crop\")
Michael Lebhar<\/figcaption><\/figure>\n<\/div>\n\n\n2×4 was founded on the idea of making nutrition accessible to everyone, everywhere. It offers a line of supplements based on liposomal technology that provides fast absorption into the body. The brand started with the basics such as Vitamin C, Vitamin D, zinc and magnesium, then added multivitamins and now offer supplements that address specific need states.<\/p>\n\n\n\n
Having already seen success at an ECRM Cough\/Cold, Analgesics & Allergy Session<\/a> \u2013 where they landed a deal with CVS to have four products in a thousand stores \u2013 the company applied for Walmart’s Open Call through a RangeMe submission. Soon after, they received their acceptance for a meeting with the Walmart buyer.<\/p>\n\n\n\nHowever, there was a challenge, according to Michael Lebhar, Chief Marketing Officer of 2×4 Nutrition (see full video interview with Lebhar below). \u201cThe product Walmart accepted us to pitch was typically a higher priced product and not the best form factor for them,\u201d he says. \u201cIf we went into the meeting with that product, it probably wouldn’t get in, or if it did, we would get Limited distribution.\u201d<\/p>\n\n\n\n
Tailoring its offerings to each retailer<\/h2>\n\n\n\n
2×4 Nutrition approaches each retailer differently, pitching the best products that meet the retailer’s needs as regards to price, packaging, and offerings that will work best for the retailer\u2019s shoppers. As an example, for a CVS, they pitched cold and flu products with wide boxes that would stand out on the shelf. For its direct to consumer business, they showcase bundles, which work best for ecommerce. They needed to do something unique just for Walmart.<\/p>\n\n\n\n
\u201cFor Walmart’s consumers, we needed aggressive price points,\u201d says Lebhar. \u201cIts shoppers are not buying us because of the liposomal technology; they want good value. And we couldn’t take up too much shelf space so that we could possibly get more items onto that shelf. so we needed to determine the best form factor and need states to address.\u201d<\/p>\n\n\n\n
Boots-on-the-ground shopper research<\/h2>\n\n\n\n
So the 2×4 Nutrition team hit the road. They visited Walmart and Sam’s Club stores and talked to actual shoppers, seeking to learn what they look for in supplement products, what kind of assortment would work best with them, where the assortment would fit in the Walmart planogram, and what price points would be ideal.<\/p>\n\n\n\n
Based on this research, they formulated 17 new products for its Better line, which they selected because it was easy to understand, as the names of the products address different need states, such as Better Sleep, Better Energy, Better Neuro etc. The line also has a convenient form factor, is all natural and has a good flavor. <\/p>\n\n\n\n
All of the legwork paid off; they went into their Open Call meeting armed with the shopper insights and resulting line of products, and were invited to a line review which led to 2×4 Nutrition getting four items into 1,100 stores. <\/p>\n\n\n\n
Getting buyer interest on RangeMe<\/h2>\n\n\n\n
With ECRM Sessions, brands are matched up with buyers based on the alignment of their products and capabilities with the buyer\u2019s needs and objectives and the meetings are scheduled for you. On RangeMe, subscribers drive buyer interest on the strength of their profile and \u2013 for Starter, Premium and Pro subscribers \u2013 via direct submissions and participating in immediate opportunity buyer campaigns. <\/p>\n\n\n\n
Lebhar offers this advice for brands looking to get the most from RangeMe:<\/p>\n\n\n\n
\n- Have a clear and concise header that grabs attention<\/li>\n\n\n\n
- List all of your key items in your profile, at least one for each of your major collections of products. <\/li>\n\n\n\n
- Focus on how you are different from competitors in your space.<\/li>\n\n\n\n
- Participate in every buyer review or summits in your category (this is available to Starter, Premium and Pro subscribers<\/a>)<\/li>\n\n\n\n
- Submit products directly to retailers when you can <\/li>\n\n\n\n
- Pay attention to your profile insights regularly to see which retailers are checking out your profile, and which products they are viewing. This information can help you determine how to pursue particular retailers.<\/li>\n<\/ul>\n\n\n\n
2×4 was founded on the idea of making nutrition accessible to everyone, everywhere. It offers a line of supplements based on liposomal technology that provides fast absorption into the body. The brand started with the basics such as Vitamin C, Vitamin D, zinc and magnesium, then added multivitamins and now offer supplements that address specific need states.<\/p>\n\n\n\n
Having already seen success at an ECRM Cough\/Cold, Analgesics & Allergy Session<\/a> \u2013 where they landed a deal with CVS to have four products in a thousand stores \u2013 the company applied for Walmart’s Open Call through a RangeMe submission. Soon after, they received their acceptance for a meeting with the Walmart buyer.<\/p>\n\n\n\n However, there was a challenge, according to Michael Lebhar, Chief Marketing Officer of 2×4 Nutrition (see full video interview with Lebhar below). \u201cThe product Walmart accepted us to pitch was typically a higher priced product and not the best form factor for them,\u201d he says. \u201cIf we went into the meeting with that product, it probably wouldn’t get in, or if it did, we would get Limited distribution.\u201d<\/p>\n\n\n\n 2×4 Nutrition approaches each retailer differently, pitching the best products that meet the retailer’s needs as regards to price, packaging, and offerings that will work best for the retailer\u2019s shoppers. As an example, for a CVS, they pitched cold and flu products with wide boxes that would stand out on the shelf. For its direct to consumer business, they showcase bundles, which work best for ecommerce. They needed to do something unique just for Walmart.<\/p>\n\n\n\n \u201cFor Walmart’s consumers, we needed aggressive price points,\u201d says Lebhar. \u201cIts shoppers are not buying us because of the liposomal technology; they want good value. And we couldn’t take up too much shelf space so that we could possibly get more items onto that shelf. so we needed to determine the best form factor and need states to address.\u201d<\/p>\n\n\n\n So the 2×4 Nutrition team hit the road. They visited Walmart and Sam’s Club stores and talked to actual shoppers, seeking to learn what they look for in supplement products, what kind of assortment would work best with them, where the assortment would fit in the Walmart planogram, and what price points would be ideal.<\/p>\n\n\n\n Based on this research, they formulated 17 new products for its Better line, which they selected because it was easy to understand, as the names of the products address different need states, such as Better Sleep, Better Energy, Better Neuro etc. The line also has a convenient form factor, is all natural and has a good flavor. <\/p>\n\n\n\n All of the legwork paid off; they went into their Open Call meeting armed with the shopper insights and resulting line of products, and were invited to a line review which led to 2×4 Nutrition getting four items into 1,100 stores. <\/p>\n\n\n\n With ECRM Sessions, brands are matched up with buyers based on the alignment of their products and capabilities with the buyer\u2019s needs and objectives and the meetings are scheduled for you. On RangeMe, subscribers drive buyer interest on the strength of their profile and \u2013 for Starter, Premium and Pro subscribers \u2013 via direct submissions and participating in immediate opportunity buyer campaigns. <\/p>\n\n\n\n Lebhar offers this advice for brands looking to get the most from RangeMe:<\/p>\n\n\n\nTailoring its offerings to each retailer<\/h2>\n\n\n\n
Boots-on-the-ground shopper research<\/h2>\n\n\n\n
Getting buyer interest on RangeMe<\/h2>\n\n\n\n
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