Brand Marketing Advice from Industry-Leading Retailer Gary Fisch

Gary Fisch heads up Gary's Wine and Marketplace in New Jersey, one of the most successful independent retailers in the U.S. A recent article from Park Street's Insider News highlights the key learning for brands looking to enter and grow in the U. S. market. From their article in the Aug. 17, 2020 issue:

How do you make decisions on new products?

My team of buyers uses a balance of science and art to determine which new products to bring in stock. We use data & analytics to analyze our product mix, and where we may be lacking SKUs in a particular category. We also have our ear to the pavement when it comes to listening to our guests’ product requests. From there, our team will taste thousands of products each year to make sure we are bringing items into the store that our guests will love. An important component to us is that there is a story behind the brand, as this story will help our wine experts sell the product to our guests during face to face transactions.

What is one piece of advice for brand owners in 2020?

In 2020, with so many purchases occurring online, we think there is a new way of “stocking the shelf.” Gary’s now considers “stocking the shelf” to mean adding descriptive content and beautiful imagery to a product page on our website and mobile app. Without wonderful and accurate content online, online browsers are not going to convert to a sale for your product.

Therefore, my advice for brand owners in 2020 would be to make sure your digital assets and product information are easily and readily available to be accessed by independent wine retailers who wish to use these assets on their websites & mobile apps.