A Listing Change should aim to drive incremental value to:
Your brand
The retailer
The overall category
Key considerations:
Incrementality vs cannibalisation – will this SKU grow the category or simply shift demand within your range?
Target weekly run rate – expected steady-state sales based on performance elsewhere
Ramp-up period – how quickly the product will establish in this retailer
Retailer fit – how well the product aligns with the retailer’s shopper base and assortment
Execution readiness – supply, availability, and listing timing
A strong Listing Change delivers net growth, not just internal substitution.