Start Where You Shine — Tell Us About Your Brand

• In one short paragraph, how do you introduce your brand to a retailer partner?
• How long have you been selling to consumers (years)? Options: Less than 1 year, 1–2 years, 3–5 years, 6–10 years, 10+ years
• Which channels are you actively selling through today? Options: Direct-to-consumer website, Brand-owned retail, Specialty retailers, Mass market, E-commerce marketplaces, Clinics/Salons, Other
• What are your top 3 SKUs by revenue or strategic importance?
• Share two metrics that best tell the story of your current retail performance (e.g., AOV, repeat purchase rate, conversion).
• Who is your primary brand champion or contact for retail partnerships? (Name, role, best contact method)

Are You Really Reaching the Shoppers You Say?

• Who exactly is your ideal shopper and where are we most likely to find them?
• Which of these shopper motivations best describes your audience? (select all that apply) Options: Problem-solution (e.g., acne, sensitivity), Ingredient-led (e.g., retinol, vitamin C), Luxury/ritual, Wellness-driven, Value-driven, Trend-driven/social media discovery, Other
• How do these shoppers typically discover new skincare or beauty brands? Options: Social media/influencers, Search/SEO, In-store sampling, Advisor recommendation, Friends/family referral, PR/editorial, Other
• What are the top three objections these shoppers raise before buying your product?
• How do shoppers describe their experience after trying your product? Please share real quotes or summarized sentiment if available.
• Which shopper segment are you most eager to grow through a specialty retail trial? Options: Existing loyalists, New discovery shoppers, Trend-seekers, Clinical/issue-focused shoppers, Gift buyers, Other

Where Does Your Range Leave Gaps on Our Shelves?

• If we looked down our aisle today, what white space would your brand fill that our current assortment does not?
• Which incumbent products or categories do you expect to displace or complement in our assortment? Options: Low-cost mass-market moisturizers, Outdated serums/formulations, Undifferentiated cleansers, Unnamed indie brands, Other
• Which SKUs do you propose for a limited store trial and why (format, size, price point)?
• Are there formulation claims or ingredient stories we should train advisors on (e.g., microbiome-friendly, clinical-grade, fragrance-free)? Options: Clinical/dermatologist-tested, Clean/limited-ingredient, Active ingredient-forward (retinol/AHA), Sustainable/eco packaging, Vegan/cruelty-free, Other
• What planogram position do you believe will maximize discovery for your products, and why (face-out, eye-level, endcap, freestanding display)? Options: Face-out at eye level, Shelf at mid-level, Lower shelf with tester, Endcap or feature display, Service counter/adjacent to sampling station, Other

What Would It Take for Retailers to Feel Safe Saying Yes?

• What guarantees, protections, or risk-sharing are you willing to offer to reduce our exposure during a trial? Options: Return/unsold buyback, Consignment, Discounted introductory pricing, Co-funded promotions, Performance-based rebates, None
• Have you run retail pilots before, and what specific lessons or results would you bring to this rollout?
• How quickly can you restock a store that exceeds expected velocity, and what is your typical lead time? Options: 48–72 hours, 1 week, 2 weeks, 3–4 weeks, More than 4 weeks
• Do you have an allocation strategy to prioritize high-performing stores during a limited rollout? Options: Yes — defined by projected velocity, Yes — prioritized by demo fit, No — first-come, first-served, Other
• Who owns quality, labeling, and regulatory compliance for the markets where you want to sell?

What Success Would Honestly Look Like?

• Which single metric would make you consider the trial an unqualified success (sell-through, repeat rate, velocity, basket lift, conversion)? Options: Sell-through, Repeat purchase within 30 days, Units/day velocity, Basket lift (AOV increase), New shopper acquisition, Other
• For a 12-week trial, what are your target benchmarks for sell-through and daily velocity per store?
• How many stores would you treat as a minimum viable proof before requesting expansion? Options: 1–5 stores, 6–15 stores, 16–50 stores, 50+ stores
• What timeframe would you expect to see early signs of success (weeks) and full validation (months)? Options: 1–2 weeks, 3–4 weeks, 6–8 weeks, 3 months, 6+ months
• If targets are exceeded, how quickly could you scale availability and marketing support? Options: Immediately (1–2 weeks), Within a month, 2–3 months, Longer than 3 months

What Could Go Wrong—and How Will You Calm the Storm?

• What has been the single biggest operational failure you've experienced in a retail rollout, and how did you respond?
• Which supply chain risks worry you most for a specialty retail trial? Options: Raw material shortages, Manufacturing delays, Customs/import hold-ups, Packaging/label shortages, Forecasting errors, Other
• How long has that risk been a recurring issue for your business? Options: This is new, Intermittent (past 12 months), Persistent (1–3 years), Chronic (3+ years)
• What contingency plans or backup suppliers do you have in place to prevent out-of-stock during a promotion?
• If a product claim or ingredient drew negative social attention, what is your escalation and remediation plan?
• How quickly can your customer service team respond to in-store or online complaints (SLA)? Options: Same day, Within 24 hours, 48–72 hours, Longer than 72 hours

How Will You Support the Launch In-Store?

• What sampling, tester, or hygiene protocols do you require for in-store product usage? Options: Individual single-use samples, Refillable testers, Sealed tester packs, No testers — sampling events only, Other
• What advisor training materials and formats do you provide (slides, quick cards, video demos, in-person training)? Options: Digital slide deck, Short product video (under 3 min), One-page trainer card, In-person trainer visit, E-learning module, Other
• Do you provide point-of-sale materials and who pays for creative/production? Options: We provide and fund, We provide co-funded, Retailer provides, No POS planned
• Who will be responsible for in-store events, demos, or influencer activations—your team, ours, or a shared model? Options: Brand team, Retail operations, Third-party event vendor, Shared, Other
• What is your ideal cadence and content for ongoing training and performance reviews during the trial? Options: Weekly check-ins, Biweekly, Monthly, Ad hoc as needed

Let’s Talk Commercials and Commitments

• Which commercial model best aligns with how you price and manage inventory for retail partners? Options: Wholesale with upfront purchase, Consignment, D2C to retail with fulfillment support, Hybrid (initial wholesale, then consignment)
• What promotional support budget or co-op are you willing to commit to for an initial trial (percent of gross or flat amount)? Options: None, Up to 5% of gross sales, 5–10% of gross sales, 10–20% of gross sales, Flat amount (specify)
• What minimum order quantity (units) and recommended retail price do you expect for a first shipment to a pilot store?
• Are you open to performance-based incentives (bonuses for exceeding velocity targets)? Options: Yes, Yes with cap, No
• Which commercial terms are absolute non-starters for you (e.g., consignment-only, deep initial discounts, no marketing support)?

Timeline & Decision Signals — Are We On the Same Clock?

• What is your target launch window and how flexible is that timing? Options: Next 30 days, 1–3 months, 3–6 months, 6+ months
• What are the three most critical milestones we must hit before the first in-store sell date?
• Who are the internal decision-makers and approvers for retail rollout, and what are their typical review cycles?
• Which approvals or third-party certifications typically slow your process (e.g., ingredient compliance, import permits)? Options: Ingredient regulatory sign-off, Labeling approval, Packaging artwork approval, Import/customs clearance, None
• What would accelerate your internal sign-off—additional data, a shorter pilot, or financial incentives? Options: More sell-through data, Shorter pilot window, Financial guarantees, Executive sponsor from retailer, Other

If This Partnership Works, What Comes Next?

• If the pilot hits targets, what is your ideal expansion plan (timeline and scale)?
• Which resources would you need from us to scale quickly (logistics, marketing investment, category analytics)? Options: Logistics/3PL support, Co-op marketing funds, Dedicated category analyst, Advisor staffing support, Other
• How would you prefer performance be reported and at what frequency (dashboard, weekly summary, in-person review)? Options: Real-time dashboard, Weekly email summary, Biweekly call, Monthly in-person review, Other
• What internal success story or case study would you hope to create from a positive rollout?
• Are there any exclusivity expectations, territorial restrictions, or red lines we should know about before moving forward? Options: No exclusivity required, Category exclusivity requested, Market/territory exclusivity requested, Other

Final Check — How Do You Want Us to Show Up?

• If we could remove one friction point from your experience working with retailers, what would it be?
• What communication cadence and primary channels do you prefer during a live pilot? Options: Daily updates via Slack/Teams, Weekly calls, Email summaries, Shared project management board, Other
• Who should be the single point of contact on your side for operations, marketing, and escalations (name, role, email)?
• Are there any outstanding questions, risks, or assumptions you want us to validate before committing to a pilot?
• Would you like us to schedule a follow-up workshop to translate this discovery into a pilot brief? Options: Yes — within 1 week, Yes — within 2–3 weeks, Maybe later, No

• Current State & Consequence Alignment
• Assortment Mapping & White‑Space Diagnosis
• In‑Context Shopper Experience & Trial Simulation
• Trial Scope Decision & Commitment Calibration

• Assign owner to compile decision criteria and success signals (KPIs and thresholds).
• Host to deliver a planogram overlay PDF with highlighted white-space and SKU-to-slot mapping.
• Customer merchandising lead to confirm target stores and shelving constraints within 3 business days.
• Brand to provide formulation factsheets and any market-specific regulatory notes for flagged SKUs.
• Reconfirm Future‑State Outcome to Prove
• Demonstrate — tied to the customer’s scenario — that the brand produces the forecasted trial conversion and basket lift.
• Agree sampling volumes, advisor talk tracks, and promotional timing that will achieve velocity targets.
• Validate forecast assumptions and agree what will be measured during the pilot.
• Identify contingency actions if week‑one velocity is below threshold.
• Brand to deliver advisor talk tracks, sampling SKUs/qty, and POS creatives for pilot execution.
• Host analytics lead to produce the trial forecast spreadsheet and sensitivity scenarios for sign-off.
• Schedule a short in‑store pilot rehearsal with advisors and store ops prior to first shipment.
• Executive Recap (Diagnosis → Proof → Validation)
• Obtain formal agreement on trial scope, target stores, KPIs, and success thresholds.
• Assign owners and deadlines for all outstanding readiness items (supply, compliance, training).
• Ensure there is a clear escalation path and mitigation plan for the top risks identified.
• Circulate the Trial Scope & KPI sign-off document for formal signatures within 48 hours.
• Customer ops to confirm inventory allocation and first-shipment dates to meet the launch timeline.
• Schedule the Pre‑Deployment Readiness meeting and attach all approved materials (POS, scripts, forecast).
• Produce and confirm a one-sentence current state that both teams accept.
• Agree on quantified consequences (revenue, sell-through, basket lift) that make the need urgent.
• Define a one-sentence future-state outcome that the Solution Experience must prove.
• Identify required data and owners to enable the next meeting (assortment and shopper data).
• Host to circulate the drafted one-sentence current state and consequence metrics within 48 hours for customer confirmation.
• Customer to provide last 12 months SKU-level sell-through, top shopper personas, and any recent promo lift data before the next meeting.
• Introductions & Objectives
• Recap Current State & Future Outcome
• Create a shared assortment map showing 2–4 concrete white-space opportunities the brand will target.
• Confirm which specific brand SKUs map to each white-space and why they will drive trial.
• Surface and quantify top 2 risks (cannibalization, regulatory) and agree mitigation owners.
• Agree an initial set of target stores or placements for a trial pilot.
• One‑Sentence Current State
• Walkthrough: Shopper Journey Simulation (Video or Live Roleplay)
• Present Trial Scope & KPIs
• Assortment Snapshot & Planogram Overlay
• Shopper Scenario Mapping
• Sampling & Promo Mechanics
• Risk Checklist & Mitigations
• Quantify the Consequence
• Go / No‑Go Criteria & Sign‑Off
• Shopper Impact Scenarios
• Brand Fit & Proof Points
• Trial Forecast & Sensitivity
• Define Future‑State Outcome (one sentence)
• Force Validation
• Risk & Cannibalization Assessment
• Immediate Next Steps & Scheduling
• Validation & Agreement on Target Stores
• Validation & Next Steps

• Deliver Curated Assortment Shipments
• Install Planogram Fixtures and Merchandising
• Fulfill Initial Retail Stock Shipment
• Activate Limited Store Trial Placement
• Install Point-of-Purchase Displays
• Run In-Store Product Sampling Events
• Provide One-on-One Makeup Application Service
• Dispense Ready-to-Use Sample Packs
• Publish E‑commerce Product Pages with Photos
• Train Store Beauty Advisors on Brand Items
• Execute Influencer Seeding and Promo Kits
• Manage Ongoing Replenishment and Restocking
• Process Retail Returns and Customer Exchanges
• Deliver Regulatory and Ingredient Documentation
• Launch In-Store Promotional Discount Campaigns

Deliver Curated Assortment Shipments

• Which specific SKUs should be included in the curated assortment for the trial?
• How many units per SKU should be shipped to each pilot store? Options: 2-10, 11-30, 31-100, 100+
• Do any items require special handling (e.g., temperature control, hazardous materials)? Options: Yes, No
• Who is responsible for freight and inbound logistics for these shipments? Options: Brand, Retailer, Third-party logistics (3PL), Shared
• What is the required ship-by date or delivery window for the curated assortment?

Install Planogram Fixtures and Merchandising

• Which planogram position(s) or fixture types are requested for the brand? Options: Endcap, Shelf set, Counter-top display, Floorstand, Fixture with lighting
• Do you have approved planogram files or CAD layouts to use? Options: Yes, No
• Are any custom fixtures or branded headers required? Options: Yes, No
• Which party will handle fixture installation and removal (brand, retailer, contractor)? Options: Brand, Retailer, Authorized installer / 3rd party
• Are there store-level constraints (ceiling height, gondola depth, locking fixtures) we should plan for?

Fulfill Initial Retail Stock Shipment

• What is the list of SKUs and quantities required for the initial retail stock shipment?
• Will shipments be drop-shipped to stores or delivered to a DC for retailer cross-dock? Options: Direct-to-store, Retailer DC / cross-dock, Hybrid
• Are ASN (advanced shipping notice) and retailer EDI required for receiving? Options: Yes, No
• What are retailer receiving hours and any appointment or label requirements?
• Do any SKUs require kitting, bundling, or retailer-specific UPC/labels prior to shipment? Options: Yes, No

Activate Limited Store Trial Placement

• How many stores and which store IDs are in scope for the limited trial?
• What is the intended trial duration (weeks/months) and target start date? Options: 2 weeks, 1 month, 3 months, Other
• What success metrics (velocity per week, sell-through %, repeat purchase) will determine trial performance?
• Are there geographic or demographic targets for the trial stores (e.g., urban, high beauty spend)? Options: Yes, No
• Who is the primary point of contact for store-level coordination and approvals?

Install Point-of-Purchase Displays

• What types of POS displays are required (shelf-talkers, shelf risers, tabletop, floorstand)? Options: Shelf-talker, Shelf riser, Tabletop, Floorstand, Digital screen
• Are POS creative files and approved print-ready art available? Options: Yes, No
• Who will manage delivery and installation of POS materials in stores? Options: Brand, Retailer, Third-party merchandiser
• Do POS items require retailer compliance testing or approval cycles before deployment? Options: Yes, No
• What is the desired placement priority for POS within the planogram or aisle?

Run In-Store Product Sampling Events

• What sampling formats are preferred (trial sachets, single-use pads, application demos)? Options: Sachets, Single-use pads, Live demos, Sample vials
• How many sampling events and which store days/times are targeted?
• Will sampling require trained demonstrators or can store advisors run them? Options: Brand demonstrators, Store advisors, Both
• Are there regulatory or hygiene requirements for sampling (gloves, sanitization, waiver)? Options: Yes, No
• What KPIs should sampling measure (walk-up conversions, sample-to-purchase rate, email captures)?

Provide One-on-One Makeup Application Service

• Will services be complimentary during the trial or fee-based (and who covers cost)? Options: Complimentary (brand/regional promo), Fee-based (customer pays), Fee covered by brand/retailer
• How long should each makeup application appointment be and how will sessions be booked (walk-in, reservation)? Options: 10-15 min, 20-30 min, Reserved appointments only
• Do applications require brand-trained artists, and is certification/training provided? Options: Yes, No
• Are there product hygiene protocols required (disposables, sanitize between uses)? Options: Yes, No
• What target outcomes from service (average basket lift, new customer capture) should be tracked?

Dispense Ready-to-Use Sample Packs

• What should be included in the ready-to-use sample packs (SKUs, sizes, informational inserts)?
• How many sample packs per store and per expected customer per day are needed? Options: 50-100, 101-300, 301-1000, 1000+
• Will samples be free or redeemed via coupon/loyalty to capture shopper data? Options: Free, Coupon/loyalty redemption, Paid sample
• Who owns inventory and restocking of sample packs at store level? Options: Brand, Retailer, Shared responsibility
• Are there labeling or allergen disclosure requirements for the sample packs? Options: Yes, No

Publish E‑commerce Product Pages with Photos

• Which SKUs require e‑commerce pages and are UPCs/SKUs already registered?
• Do you have high-resolution product photos, lifestyle imagery and ingredient copy ready? Options: Yes - all assets, Partial - needs photography, No - require full support
• Are variant attributes (size, shade, formulation) and swatch images required on the page? Options: Yes, No
• Who will manage product pricing, promotions, and content approvals for online listing? Options: Brand, Retailer, Shared
• Do product pages need to be localized for language, regulatory claims, or region-specific restrictions? Options: Yes, No

Train Store Beauty Advisors on Brand Items

• What training format is preferred (in-person, live webinar, on-demand microlearning)? Options: In-person, Live webinar, On-demand videos, Hybrid
• How many advisors per store need training and what is the desired training duration?
• Should training include product formulation education, selling points, objection handling, and demo protocols? Options: Yes, No
• Do you require assessment/certification of advisors post-training? Options: Yes, No
• Who is responsible for scheduling training sessions and tracking completion? Options: Brand, Retailer, Joint

Execute Influencer Seeding and Promo Kits

• What tier of influencers and how many recipients are targeted for seeding? Options: Nano (1-10k), Micro (10-100k), Macro (100k-1M), Mega (1M+)
• What should be included in promo kits (full-size product, minis, press notes, creative guidelines)?
• Are KPIs defined for influencer activity (engagement, referral sales, promo codes)? Options: Yes, No
• Who will handle influencer outreach, contracts, and legal usage rights? Options: Brand, Agency, Retailer partner
• Is there an approved influencer brief and content do's/don'ts we must enforce? Options: Yes, No

Manage Ongoing Replenishment and Restocking

• What reorder cadence is preferred for trial stores (weekly, bi-weekly, on-demand)? Options: Weekly, Bi-weekly, Monthly, On-demand
• Do you want automated triggers based on POS sell-through or minimum-on-hand thresholds? Options: Yes, No
• Who will own inventory monitoring and replenish approvals (brand, retailer, joint system)? Options: Brand, Retailer, Joint system/EDI
• Are safety-stock levels or buffer quantities required for promotional periods? Options: Yes, No
• Do you need reporting cadence and formats for replenishment (daily dashboard, weekly CSV)? Options: Daily dashboard, Weekly report, On request

• Non-Disclosure Agreement (NDA)
• Master Services Agreement (MSA)
• Statement of Work (SOW)
• Commercial Term Sheet
• Trial Performance Targets
• Return & Exit Policy
• Regulatory & Labeling Responsibilities
• Supply & Fulfillment Commitment
• Inventory Allocation & Replenishment Plan
• Marketing & Promotional Commitments
• In-Store Sampling & Advisor Training Plan
• Payment Terms & Credit
• KPI Reporting & Dashboard Access
• Change Order & Amendment Process
• Termination & Dispute Resolution

• Success Outcomes Review & Decision
• Shopper Feedback & Social Listening Deep-Dive
• Operations & Supply Readiness for Scale
• Remediation & Risk Mitigation Workshop
• Governance & Shared Channel Setup for Ongoing Improvements

• Agree on a short validation cadence and the exact data to be monitored during tests.
• Inventory Position & Forecast
• Validate that supply chain and store enablement can support the target expansion timeline.
• Identify and prioritize operational gaps that would prevent a successful scale.
• Agree supply-side owners, timelines, and contingency measures for launch windows and promos.
• Secure additional production or allocation slots to meet forecasted demand and confirm dates.
• Produce a compliance checklist with sign-offs for each market/store format.
• Set automated reorder thresholds in the retailer system and notify replenishment owners.
• Root Cause Recap
• Deliver a timebound remediation plan with measurable tests that can restore performance or prove need for delisting.
• Assign accountable owners and resources to each corrective action.
• Welcome & Objective
• Launch prioritized experiments (e.g., revised messaging + sampling in selected stores) with clear A/B setup.
• Create a remediation dashboard tracking the test KPIs and automated alerts for divergence.
• Schedule a follow-up validation meeting at the defined test midpoint to assess early signals.
• Governance Model & Roles
• Create a single, accessible channel for ongoing issues and improvements with clear ownership.
• Agree on reporting cadence and the minimum KPI set required for transparent monitoring.
• Set SLAs and escalation steps so operational issues are resolved within agreed timeframes.
• Provision the shared channel, post initial onboarding documents (decision memo, KPIs, contacts), and invite stakeholders.
• Build and publish the performance dashboard with automated data feeds and weekly snapshot emails.
• Document SLAs and escalation matrix and distribute to all frontline and brand contacts.
• Confirm whether trial met pre-agreed success signals and decide one of: expand, continue with remediation, or delist.
• Document the explicit criteria and evidence used for the decision to ensure transparency.
• Assign owners and timelines for the immediate next steps following the decision.
• Publish decision memo summarizing evidence, decision rationale, and stakeholder communications plan.
• If 'Expand': instruct Ops to draft rollout plan and commercial team to finalize expanded terms.
• If 'Remediate': initiate Remediation Plan workshop within 72 hours with owners and metrics.
• If 'Delist': prepare delisting timeline, return logistics, and consumer communications with legal sign-off.
• Pre-work Summary & Data Refresh
• Identify top 3 shopper drivers of trial and top 3 barriers to conversion/repurchase.
• Determine whether issues are fixable through messaging/training/promo or require product/regulatory actions.
• Produce a short list of prioritized recommendations to feed the Decision meeting or Remediation plan.
• Compile top shopper quotes, advisor anecdotes, and social examples into a one-page Insights brief.
• If messaging is the issue: draft adjusted talking points and POS messaging for advisor testing.
• If regulatory or formulation concerns appear: escalate to Compliance with sample IDs and complaint log.
• Quantitative KPI Review
• Shared Channel & Access
• Hypothesis Generation
• Labeling / Regulatory Clearance
• In-store Advisor & Shopper Themes
• Fulfillment & Logistics Capacity
• Solution Brainstorm & Prioritization
• Reporting Cadence & Dashboard
• Social & Influencer Impact Analysis
• Qualitative Signal Review
• Issue SLAs & Escalation Path
• Commercial & Supply Assessment
• In-store Materials & Advisor Training
• Returns, Complaints & Regulatory Flags
• Define Tests, Metrics & Timeline
• Implications & Recommendations
• Decision Discussion vs Criteria
• Owner Assignment & Communication
• Replenishment Triggers & SLAs
• Recurring Meeting Schedule
• Decision & Immediate Next Steps