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$100,000+ in Retail Sales from Localized Assortment Initiative in Austin, Texas

Case Study


$100,000+ in Retail Sales from Localized Assortment Initiative in Austin, Texas



Our client was developing a “Store of the Future” concept and tasked us to build a localized assortment for the 13 Austin, Texas stores that were going to be remodeled into the new concept. This localized assortment would be housed in prime promotional space down the center aisle of the stores and it would be the first time in the 30+ year company history that this had ever been done.


We conducted extensive online research of the Austin market, its small business community, and searched social media to gauge engagement with the brands we were interested in pursuing. We reached out to each brand to send us their line sheets and pricing, as well as payment terms and logistics capabilities. We then scheduled and conducted in-person meetings in Austin with their teams to discuss the

program and negotiate terms. After the meetings we onboarded each vendor into our client’s systems, and set up each item. For the vendors who did not have EDI capabilities, we negotiated deals with a distributor who worked with them to provide stickers, labeling, UPC barcodes, and handled all order transmission on their behalf. We created the planogram (merchandised display) for the products and worked with the signage and marketing teams to ensure an outstanding launch and campaign.


For the first time in our client’s history, they carried local products in 13 Austin,Texas stores, driving $100,000+ in incremental sales. It drove positive engagement with the local community and positioned our client as a small business partner and support system vs. dominating corporate retail chain.


DeAnna was the most detailed, proactive and positive person I have ever had work for me. To say she was critical to the business’ success is an understatement. Anybody who has the pleasure of her on their team is truly fortunate.

– Eva Rodriguez, Senior Merchant, Office Depot Office Max


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DeAnna McIntosh is a trend-setting, results-driven Retail Business Coach and Consultant with 16+ years of experience helping brands drive sales, conversion, productivity, innovation, and engagement (10 of those years being inside Fortune-ranked Retailers). Work directly with her via www.deannamcintosh.com.

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