Curated News
By: NewsRamp Editorial Staff
July 07, 2026
Beyond the Shelf: Marketing Drives Retail Success, Says NPI's Gould
TLDR
- NPI founder Mitch Gould emphasizes that post-placement marketing, not just distribution, drives retail success and consumer demand.
- NPI's Evolution of Distribution platform combines retail strategy, regulatory guidance, logistics, and marketing to ensure products sell through.
- By supporting retailers with co-op advertising and national campaigns, NPI helps brands build lasting partnerships and mutual growth.
- NPI has helped celebrity brands from Steven Seagal to Hulk Hogan enter U.S. retail, proving shelf space is just the start.
Impact - Why it Matters
This news matters because it shifts the focus from merely securing retail placement to sustaining consumer demand, which is crucial for brand survival. For entrepreneurs and brand managers, Gould's insights highlight the importance of a comprehensive marketing strategy that includes both external media and retailer support. Without post-placement investment, even products on coveted shelves at Costco or Walmart can fail. Understanding this can help brands allocate resources effectively, ensuring they not only land accounts but also thrive in competitive retail environments, ultimately driving long-term growth and profitability.
Summary
Securing placement at major retailers such as Costco, Walmart, CVS, and Walgreens is a significant milestone for any brand, but according to Mitch Gould, Founder and CEO of Nutritional Products International (NPI), it's just the beginning. Gould emphasizes that while distribution opens doors, it's marketing that creates consumer demand and keeps products moving off shelves. With over four decades of experience, Gould has helped numerous brands enter the U.S. marketplace, and his insights have shaped NPI's Evolution of Distribution® platform. This platform is designed to help brands achieve long-term retail success by combining distribution with comprehensive marketing strategies.
Gould notes that many companies focus heavily on securing retail placement but neglect post-placement support. Retail buyers evaluate hundreds of products annually, and brands that stand out arrive with compliant packaging, dependable logistics, competitive pricing, and a ready marketing strategy. Successful retail launches integrate external national media campaigns, public relations, digital marketing, influencer outreach, and educational content to generate consumer awareness and purchase intent. Additionally, retailer-focused initiatives like co-op advertising programs reinforce in-store demand and improve sell-through. Gould stresses that brands must invest as heavily in supporting the retailer as they do in earning shelf space.
NPI's Evolution of Distribution® platform provides a turnkey solution for domestic and international health, wellness, beauty, and consumer product brands entering the U.S. retail market. Services include retail strategy, regulatory guidance, sales management, logistics, warehousing, and marketing support through its sister company, InHealth Media. Whether targeting Costco, Walmart, CVS, Walgreens, or other leading retailers, preparation and post-placement support are critical. "Landing the account is only the first step," Gould says. "The brands that continue investing in consumer awareness, retailer support, and demand generation are the ones that build lasting retail partnerships and long-term growth."
Source Statement
This curated news summary relied on content disributed by Newsworthy.ai. Read the original source here, Beyond the Shelf: Marketing Drives Retail Success, Says NPI's Gould
