This year, the retail industry has experienced the closing, bankruptcy or near bankruptcy of some of the largest and most successful retail names of the last twenty-five years. Others such as Wal Mart, Costco, Sam’s, Target, and Bed Bath and Beyond seem to not only survive, but are also able to show profits in our unstable economy.

What does this mean to the Direct Response industry? Less outlets to sell product that television, radio or web has worked hard to advertise, establish and create a brand for.

Retail chains have not only breathed life into Direct Response products, but in most cases, successfully outsold traditional Direct Response sales exponentially.
In tough economic times, retailers search for recognized Direct Response product and know that with continued television and radio coverage, combined with retail exposure, this can be a win-win situation for all.

The next question is how do Direct Marketers prepare and get into the lucrative world of retail? The answer is easy, and doesn’t cost any more to prepare for retail distribution while you introduce your product via traditional Direct Response channels.

Look into a retail distribution company that can guide you through the process of packaging your merchandise so that it can be easily and inexpensively ready for a rush retail test. You don’t want to ever be caught in a position of not being able to immediately furnish your product for a retail test if the opportunity arises.

Prior to manufacturing your merchandise, ask yourself the following questions:

The check list above will not impact your fulfillment house’s handling of your Direct Response orders. In fact, it will cut down on some of the handling time associated with making the transition from DR to Retail. It can save you the major expense in materials and labor if you plan on using the same Direct Response merchandise for your retail customers. It allows you to work out of one inventory for either type of order, utilizing your inventory the most efficient way possible.