Moving consumer products companies successfully into the retail arena.
Many consumer products companies have already moved into the retail arena with an eye towards enhancing consumer shopping experience and improving brand visibility. Their mode of retail entry varies from own retail stores or factory outlets to flagships and online stores. Other consumer products manufacturers are partnering up and venturing into retail through a network of franchise partners or by launching shop-in-shop formats. This paper explores the benefits of retail entry, key formats, critical success factors and includes examples of success stories.