Quick Snapshot: Tell Me About Your Corner of Pet Care

• Tell me your role and the channels you influence (e.g., retail specialty, grocery, clinic purchasing, or e‑commerce). Options: Category buyer — pet specialty, Grocery category manager, Veterinary clinic purchasing, E‑commerce curator/merchandiser, Other
• How many doors, clinics, or unique e‑commerce SKUs do you oversee for the pet food/wellness category? Options: 1–10, 11–50, 51–200, 201–1000, 1000+
• What category or subcategory is top of mind for you right now (e.g., dry food, wet food, supplements, treats)? Options: Dry food, Wet food/cans, Treats, Supplements, Functional diets (e.g., renal, joint), Mix of above, Other
• When was your last formal category review or planogram reset, and how often do you revisit it? Options: Within 3 months, 3–6 months, 6–12 months, 12+ months, Ad hoc/never
• Who needs to sign off on a new premium pet brand for your channel (list decision roles and any procurement or compliance groups)?

Is Your Shelf Really Telling the Whole Story?

• What if the SKUs you think are driving velocity are actually masking weak repurchase—what would that change about how you evaluate brands?
• Which three metrics do you rely on first when judging a brand’s health in your doors (pick up to three)? Options: Velocity per door (units/week), GM% / margin impact, Initial trial rate, Trial→repeat rate, Average basket attach, Return rate/complaint volume, Subscription churn
• List the incumbent SKUs or brands in the same space that you feel any new product would be measured against.
• What planogram or face‑count constraints matter most for this category (shelf depth, gondola height, endcap access, stacking rules)? Options: Shelf depth/slots, Facing limits per SKU, Planogram adjacency rules, Endcap rotation windows, Peg/hanger limits, Store power‑wall vs aisle
• Do you currently track baseline trial and repurchase after a sampling or promo event? If yes, how (tools or cadence)? Options: Yes—POS analysis, Yes—Loyalty/subscription data, Yes—manual store checks, No formal tracking, Other
• Describe any supplier risks you’ve recently experienced (lead times, missing labeling, ingredient substitutions) and the real impact on shelf or sales.

Why Don’t Premium Brands Always Win Here?

• What if shoppers love the ingredient story but still don’t buy—what do you think is actually stopping conversion at shelf or online?
• From your experience, what are the top three reasons premium pet products fail to meet velocity targets in your channel? Options: Poor in‑store visibility, Confusing health claims, Price perceived as too high, Inadequate sampling, Supply gaps/out‑of‑stock, Packaging size mismatch, Lack of vet endorsement
• How often do regulatory or label compliance concerns create launch delays or extra review cycles for new pet products? Options: Frequently, Occasionally, Rarely, Never, Unsure
• Tell me about a recent premium launch that underperformed—what surprised you about shopper behavior or operational friction?
• How does your pricing floor or promo cadence limit our ability to trial premium SKUs (e.g., discount windows, MAP policy, promo calendars)? Options: Strict MAP/promo limits, Flexible with approvals, Seasonal promo windows only, No clear policy
• How emotionally risky is it for you to allocate space to a new premium SKU—does it feel like a bold move, a cautious test, or simply a logistics headache? Options: High risk/brand damage, Moderate risk—need proof, Low risk—we experiment often, Depends on supplier guarantees

Imagine We Could Remove Your Biggest Fears — What Would You Try?

• If supply was guaranteed and claims were pre‑cleared, what assortment or promotional experiment would you run that you currently avoid?
• Which outcome would move the needle for you fastest—higher velocity per door, improved margin, stronger subscription retention, or lower returns? Rank your priority. Options: Velocity per door, Margin lift, Trial→repeat rate, Subscription retention, Lower returns/complaints
• What specific numeric targets would convince you a product is a keeper (e.g., units/week/door, % margin uplift, repurchase rate within 30 days)? Please provide concrete targets if possible.
• How quickly would you want to see early signals before deciding to expand distribution (1 week, 4 weeks, 8 weeks, other)? Options: 1 week, 2–4 weeks, 5–8 weeks, 9–12 weeks, Longer
• What kind of shopper feedback or qualitative signal matters most to you (taste complaints, pet owner testimonials, veterinarian endorsements, sampling pickup rates)? Options: Taste/acceptance feedback, Pet owner testimonials, Vet endorsements, Sampling pickup rates, Social media sentiment, Other

The Deal‑Breakers: What You Absolutely Won’t Compromise On

• Which non‑negotiable constraints must be met before you’ll sign off on a pilot or assortment change (e.g., label claims, AAFCO documentation, claim language clearance)? Options: AAFCO statement, Guaranteed ingredient sourcing, Label claims pre‑approved, Insurance/COI, Vet endorsement, No GMO/organic certification
• How strict are your labeling and claims checks—do claims require legal review, in‑house nutritionist signoff, or external vet validation? Options: Legal review required, Category nutritionist approval, External vet validation, Minimal checks
• What supply windows or lead‑time constraints do we need to guarantee (e.g., ship by dates, seasonal windows, subscription fulfillment cadence)? Options: Weekly replenishment, Bi‑weekly, Monthly, Seasonal windows only, Must meet subscription cadence
• Are there pack sizes or formats you will not accept because they break planogram or POS expectations (e.g., bulk tubs, single-serve pouches, 12oz vs 16oz)? Options: No bulk tubs, Only shelf‑stable pouches, Specific gram/oz pack sizes required, No single‑serve on shelf, Other
• What commercial terms are absolute showstoppers (e.g., return policies, promotional funding minimums, slotting fees)? Options: No returns, Slotting fees required, Promotional funding required, Net payment terms limits, Minimum order quantities
• Tell me about any corporate or channel policies (sustainability, sourcing, supplier code of conduct) that would halt a decision if unmet.

How Would We Prove It—A Pilot That Removes Doubt

• If we proposed a pilot, what is your ideal pilot size and selection method (e.g., top 20 stores, representative market cluster, clinic sampler program, limited online assortment)? Options: Top 10–25 stores, Representative cluster (urban/rural mix), Clinic sampling program, Limited online roll‑out, Regional test market
• What measurable acceptance criteria would you require to move from pilot to rollout (specific KPIs and thresholds)?
• Which promotional and sampling tactics have historically delivered the best trial in your channel (coupon, in‑store sampling, BOGO, targeted email, subscription discount)? Options: In‑store sampling, Coupon, BOGO, Email targeted promo, Subscription discount, Bundle with popular SKUs
• How should attribution be measured for the pilot—POS lift vs. control, loyalty program tracking, or panel/receipt studies? Options: POS lift vs control stores, Loyalty/subscription data, Receipt/panel studies, Customer surveys, Combination approach
• What cadence and format of pilot reporting do you prefer (weekly snapshot, biweekly deep dive, dashboard access)? Options: Weekly snapshot, Biweekly deep dive, Monthly executive summary, Live dashboard access, Ad hoc on request
• Who on your team will own pilot execution and escalation if things go off track?

Operations & Readiness: Turning Experiments into Reliable Supply

• If a pilot exceeds expectations, how quickly can you scale DC setup and replenishment—what internal lead times matter most? Options: 1–2 weeks, 2–4 weeks, 1–2 months, 2+ months, Unsure
• What inventory buffer do you require for new SKUs to avoid stockouts during a trial (days of cover or % uplift over forecast)? Options: 7 days, 14 days, 30 days, 50% uplift, Custom agreement
• Which labeling or documentation is non‑negotiable at DC intake (AAFCO, COA, allergen statements, lot traceability)? Options: AAFCO compliance, Certificate of Analysis, Allergen labeling, Lot/traceability data, Other
• Describe your preferred escalation path when a supply issue threatens shelf availability (who gets alerted, SLA expectations).
• Which fulfillment models do you use or prefer for new products—direct ship to store, warehouse distribution, third‑party logistics, or drop ship for online orders? Options: Direct ship to store, Warehouse/DC distribution, 3PL, Drop ship for online, Subscription fulfillment partner
• What operational support from the supplier makes launch easiest for you (pre‑built shelf kits, training modules, demonstrators for sampling)? Options: Shelf kits/planogram pack, Store team training, Sampling staff, Marketing assets, Fulfillment setup support

People, Politics, and Persuasion: Who Truly Moves the Needle?

• Who in your organization is the quiet champion that will fight for a new premium brand—and who is likely to push back?
• If you had to list the top three objections you hear internally about premium pet products, what are they? Options: Too expensive for shoppers, Takes space from proven SKUs, Complex claims increase returns, Supply reliability concerns, Insufficient marketing support
• How do merchandising, procurement, and marketing typically resolve disagreements—what decision rules or forums do you use? Options: Merch committee, Procurement final decision, Category strategy meeting, Executive signoff
• Which external voices carry the most weight with your customers—veterinarians, in‑store staff, influencer endorsements, or ingredient transparency? Options: Veterinarians, In‑store staff recommendations, Influencer/social proof, Ingredient transparency labels, Brand reputation
• How does your team feel emotionally about premiumization—energized by opportunity, cautious and pragmatic, or weary from past false starts? Options: Excited/optimistic, Cautious/pragmatic, Skeptical/weary, Mixed feelings
• What internal story would you need to tell leadership to justify shifting space to a new premium line (focus on metrics, customer benefits, or brand equity)?

Next Steps That Feel Doable—Aligning on How We Move Forward

• Based on this conversation, what feels like the right next step: a data review, a pilot proposal, a compliance pre‑check, or an operations readiness call? Options: Data/category deep dive, Pilot proposal with KPIs, Label/claims pre‑check, Operations/DC readiness call, All of the above
• How soon would you be willing to start a pilot if operational and compliance checks align? Options: Immediately, Within 2–4 weeks, In 1–2 months, Later this quarter, Unsure
• What information or assurances from a supplier would make you say yes to a pilot today (examples: guaranteed fill rates, promotional funding, risk/reward terms)?
• Who needs to be included in the next conversation to get this moving (names and roles)?
• What would a successful first 30 days look like to you if we launched a pilot—describe three concrete milestones.
• Is there anything we haven’t asked that keeps you up at night about launching new premium pet products?

Let's Start With the Big Picture — your category snapshot

• How many doors/locations do you plan assortments for in this category right now? Options: 1–10, 11–50, 51–200, 201–1000, 1000+
• Which pet channels are in scope for this initiative (pick all that apply)? Options: Pet specialty retail, Grocery/mass, Veterinary clinics, E‑commerce/marketplace, Subscription platforms
• Tell us which subcategories and formats drive most of your premium consideration (e.g., grain-free dry, limited-ingredient wet, joint supplements, single-ingredient treats).
• Over the past 12 months, how has this category performed vs. your expectations? Options: Outperformed targets, Met targets, Underperformed slightly, Substantially underperformed, No reliable target set
• Which primary metrics do you use to judge a SKU's success in a door? Options: Velocity per door (units/week), Sell‑through %, Gross margin %, Repeat purchase rate, Conversion from sampling, Customer review/ratings

Where the Numbers Don't Add Up — surprising gaps and blind spots

• What part of your category data makes you feel uncomfortable or surprised when you look at it?
• Which of these data issues impact your confidence in forecasts? Options: POS lag vs forecast, No clear sell‑through by format, Inconsistent DC vs store receipts, Limited repeat/purchase window data, No shopper-level behavior
• For the top 3 SKUs by space, which ones have declining velocity and how long has the decline persisted?
• How frequently do you refresh category performance reports and who reads them? Options: Weekly, Biweekly, Monthly, Quarterly, Ad hoc
• If we could fix one measurement blind spot to improve decisions this quarter, which would you choose and why?

Who Owns Shelf Space and Why They Fight For It

• What planogram constraints do you face that most directly limit introducing new premium SKUs? Options: Fixed gondola slots, Fixture depth limits, Vendor-bought space, Adjacency rules, Shared category blocks
• How often do planograms change for this category and what triggers a change? Options: Monthly, Quarterly, Seasonally, Ad hoc for vendor wins, Only on major resets
• Which adjacency or cross‑category rules are non-negotiable for you? Options: No supplements next to food, Vet-only displays in clinic areas, Treats must be at checkout, Raw/frozen separated, No ingredient overlap in shelf bay
• What percentage of shelf slots are reserved for national incumbents or private label vs. open competition? Options: 0–10%, 11–30%, 31–50%, 51–70%, 71–100%
• Describe any recent planogram negotiation that went well or poorly and what we should learn from it.

The Incumbent Reality — why some products keep the space even when performance slips

• What reasons do incumbents usually give that keep them on shelf despite slowing sales? Options: Strong promotional support, Long-standing vendor relationships, Better vendor terms, High brand recognition, Exclusive claims/credentials
• Which incumbent SKUs would you most like to replace, and what specifically blocks that replacement?
• How do trade terms, slotting fees, or short‑term promotions influence your willingness to trial a new premium SKU? Options: Primary driver, Important but not decisive, Minor factor, We avoid slotting fees, Other
• When an incumbent is displaced, what downstream effects have you observed (e.g., customer complaints, cross‑channel cannibalization, supplier fallout)?
• If we proposed a like‑for‑like placement for a premium SKU, which incumbent's shopper base would you expect to convert fastest and why?

When Supply Breaks, What Breaks Down — supplier risk and continuity

• What single supplier or ingredient would create the biggest disruption if it faced a 30‑day outage?
• Which of these supplier risks concern you most today? Options: Single-source proteins, Regulatory hold/claims, Packaging shortages, Lead time variability, Quality inconsistency
• What safety stock or buffer policies do you require for new premium items during pilot launches? Options: No buffer required, 1–2 weeks of supply, 3–4 weeks, Monthly buffer, Vendor-managed inventory preferred
• How long are your standard lead times for new vendor onboarding to DC vs direct store deliveries? Options: <2 weeks, 2–4 weeks, 1–2 months, 2–3 months, 3+ months
• Tell us about a time a supplier issue delayed a launch—what was the customer and internal impact?

Trial, Repeat, and the Truth About Repurchase

• Do your current trial or sampling programs reliably predict repurchase behavior? Options: Yes, strongly predictive, Somewhat predictive, Weak predictor, No data available
• Which trial formats have you tested and which produced the best immediate conversion? Options: In‑store sample stand, Free trial bag, Coupon for first purchase, Digital sample redemption, Clinic sample packs
• What minimum trial-to-repeat conversion rate would make you comfortable scaling a premium SKU? Options: >50%, 35–50%, 20–35%, 10–20%, <10%
• How long after first purchase do you measure repurchase to count as a 'repeat'—and is that window different by format? Options: 0–14 days, 15–30 days, 31–90 days, 91–180 days, Custom by category
• Describe any qualitative feedback from customers after trials (taste, packaging, instructions, perceived benefits) that influenced repurchase.

Rules, Claims, and Things That Stop Us — compliance, labeling, and claim constraints

• Which regulatory or retailer-imposed labeling requirements are absolute deal-breakers for you? Options: AAFCO statement requirements, Veterinary clinic-only claims, No medical/health claims, Ingredient origin labeling, Allergen disclosures
• Have you experienced a product hold or removal due to a claims or labeling issue in the last two years? Options: Yes — major impact, Yes — minor impact, No
• What internal approvals are required before a new product can be displayed (legal, compliance, vet advisory, category committee)? Options: Legal, Regulatory/compliance, Vet advisory, Category buyer committee, Merchandising
• How long does your typical labeling or packaging approval cycle take? Options: <2 weeks, 2–4 weeks, 1–2 months, 2–3 months, 3+ months
• If a product makes a structure/function claim (e.g., 'supports joint health'), what evidence or language do you require to accept it on shelf?

What Would Success Look Like (and what evidence will convince you?)

• What single KPI would convince you a pilot was successful and worthy of national rollout? Options: Velocity per door, Gross margin improvement, Repeat purchase rate, Incremental category growth, Customer satisfaction/ratings
• What thresholds (numeric) do you require for pilot acceptance on velocity, margin, and repeat?
• How many doors and for what minimum duration do you consider a valid pilot for learning? Options: <10 doors / 2–4 weeks, 10–50 doors / 4–8 weeks, 50–200 doors / 8–12 weeks, 200+ doors / 12+ weeks
• Which reporting cadence and format helps you make go/no‑go decisions (daily POS, weekly sell‑through, aggregated dashboard)? Options: Daily POS feed, Weekly summary, Biweekly review, Real-time dashboard, Monthly executive report
• Who are the decision owners that must sign off on pilot success and what are their main concerns?

Who Needs to Move — blockers, owners, and practical next steps

• If this pilot failed internally, which teams would raise the loudest objections and why? Options: Category buying, Merchandising/planogram, Supply chain/operations, Legal/compliance, Store ops
• What approvals or contracts do we need in place before we can ship a first pilot pallet to DC? Options: Vendor agreement, Label signoff, Slotting approval, DC onboarding, Marketing asset approval
• Which internal timelines are non‑negotiable (e.g., seasonal resets, promotional windows, clinic procurement cycles)?
• What escalation path do you want if a pilot underperforms or a supply issue arises? Options: Category owner -> Ops, Daily huddle with vendor, Formal incident report, Meet weekly until resolved, Other
• What would be a realistic next step you can commit to this week to move from discovery to a pilot discussion? Options: Share POS data, Approve pilot door list, Confirm labeling requirements, Schedule cross‑functional kickoff, Other

Quick Snapshot — Where You're Starting From

• Which role best describes you? Options: Category Buyer - Pet Specialty, Category Manager - Grocery/Mass, Clinic Purchasing Manager, E‑commerce Curator, Regional/Store Ops, Other
• How many doors or monthly unique visitors does your channel roughly represent? Options: Single store / small clinic, 2–25 doors, 26–100 doors, 101–500 doors, 500+ doors / large ecommerce
• How would you summarize your pet category strategy right now? Options: Premium-first, Value-led, Balanced (mix of premium & value), Vet-recommended focus, Seasonal / trend-driven
• Tell us about one recent assortment change that felt successful — what was different and why did it work?
• Who needs to sign off to introduce a new pet brand or SKU in your assortment? Options: Category Buyer, Merchandising Director, Operations / Distribution, Veterinary/Clinic Lead, E‑commerce Director, Legal/Compliance
• What single worry keeps you up at night when considering adding a premium pet SKU?

Are You Quietly Losing Premium Shoppers to the 'New Shiny'?

• How often do new premium launches take shelf space and then underperform within the first 90 days? Options: Never, Rarely, Occasionally, Often, Almost always
• Which factors most commonly explain those underperformers in your view? Options: On-shelf messaging unclear, Conflicting health claims, Wrong pack sizes, Insufficient in-store sampling, Supply or subscription gaps, Poor placement vs. adjacencies, Inadequate promo support
• Describe a recent product that looked promising but failed — what early signals did you see and what was the emotional impact on your team?
• How much does vet or clinic endorsement move purchase intent in your channel? Options: Primary purchase driver, Significant influence, Moderate influence, Minimal influence, No influence
• When evaluating new premium brands, what's the single most persuasive thing a supplier can show you? Options: Real store velocity data, Clinical/vet endorsements, Sampling/test results, Strong marketing plan, Reliable supply commitments

What's Actually Moving Off Your Shelves?

• Are your 'top sellers' masking premium SKUs that drain margin without driving true growth? Options: Yes — regularly, Sometimes, Rarely, No
• How do you currently measure early pilot performance (which cadence and which KPIs)? Options: Weekly SKU velocity, Daily POS tracking, 30/60/90 day repurchase, Basket attach & margin, Customer reviews/returns
• Share your rough target for a successful initial 30-day velocity per door for a premium pet food / supplement SKU.
• Which acceptance metrics would cause you to expand a pilot versus pull it? Options: Velocity per door vs forecast, Repurchase rate within 60/90 days, Margin per unit, Positive sampling conversion, Low return rate / complaints
• What planogram or adjacency rules most often limit adding new pet SKUs in your fixtures?
• How frequently do you formally review category assortment? Options: Quarterly, Bi-annually, Annually, Rolling review (continuous)

Where Does Inventory Become Your Headache?

• How often does a supply disruption force you to pull or pause a product during a promotion? Options: Never, Rarely, Occasionally, Often, Very often
• What lead times do you require from suppliers for restock and promotional builds? Options: Under 2 weeks, 2–4 weeks, 1–3 months, Over 3 months
• Describe your DC receiving and labeling requirements (examples: ASN, carton labels, AAFCO docs, lab COAs).
• What minimum inventory buffer do you expect a supplier to maintain for a new SKU during pilot? Options: 1–2 weeks of sell-through, 2–4 weeks, 1 month, 2+ months, Depends on channel
• How do subscription or DTC supply interruptions influence your willingness to stock a product in-store?

Claims, Compliance, and the Red Lines You Won't Cross

• Would you list a product if its packaging risked an FDA or AAFCO inquiry? Options: No — immediate disqualifier, Unlikely without pre-clearance, Maybe with full documentation, Yes, if legal signs off
• Which of these documents must be provided before you approve a new pet food or supplement? Options: AAFCO statement, Certificate of Analysis (COA), Ingredient specs & sourcing, Veterinary/clinical study summaries, Final label copy, Allergen statements
• Tell us about any past labeling or claims issues you've had and the operational fallout (returns, delist, legal review).
• How long does your internal compliance/legal review usually take for packaging and claims? Options: Under 1 week, 1–2 weeks, 2–4 weeks, More than 4 weeks
• Which product claims tend to confuse customers or create staff pushback on the floor?

Picture a Pilot That Makes You Want to Scale

• What would a pilot need to prove for you to consider a chain-wide rollout next season?
• Which of the following success signals are deal-breakers for expansion? Options: Velocity per door target met, Repurchase / repeat rate threshold, Target margin realized, Positive sampling lift, Low customer complaints, Improved basket attach
• What pilot length do you find most reliable to judge trial-to-repeat behavior? Options: 2 weeks, 4 weeks, 6–8 weeks, 12 weeks, Seasonal / 3+ months
• What promotional and sampling tactics have you seen move trial in-store (and which have failed)?
• Who is responsible for pilot measurement and final sign-off in your organization? Options: Analytics/BI Team, Category Buyer, Regional Manager, Retail Operations, Merchandising Director, Other

What Would Make You Say Yes — and What Might Make You Hesitate?

• If one critical metric missed by 10% (e.g., velocity or repurchase), would you still proceed with rollout? Options: Yes — with remediation plan, No — we pause, Depends on which metric, Unsure
• List the non-negotiable deal elements that would immediately disqualify a product from your assortment.
• How important is supplier-provided marketing support (local ads, POS, social) to your decision to expand? Options: Essential, Very important, Nice to have, Not important
• Who within your organization should we anticipate objections from, and what are those objections typically about?
• What escalation and remediation path do you expect if supply, compliance, or performance issues appear during a pilot? Options: Local store manager escalation, Regional ops intervention, Category buyer + supplier call, Legal/compliance review, Customer service action

Next Steps — What Would Make Launch Low-Risk and Fast?

• Which three guarantees from a supplier would make you green-light a pilot today? Options: Samples for every store, On-time DC readiness & labeling, Marketing funding for sampling, Return / promo protection, Minimum inventory buffers, Exclusivity period
• What immediate documentation or assets do you need to schedule DC setup and first shipment? Options: Final UPC & carton specs, ASN process details, AAFCO / COA documents, Label approval copy, Marketing & POS assets
• Realistically, what timeline do you need from mutual commit to first on‑shelf date? Options: 2–4 weeks, 1–2 months, 2–3 months, 3–6 months
• Who should be listed as owners for shipments, planogram installs, and store training on your side (names/roles)?
• How do your store teams prefer to receive product training and merchandising guidance? Options: In-person training, Live virtual session, Recorded video + quiz, Printable in-aisle cheat sheet, Combination of the above
• Any final lessons, past success stories, or lingering concerns you want us to know before we draft a pilot plan?

Start Here: Your Category Snapshot

• Which parts of the pet category do you actively manage or influence today? Options: Dry food, Wet food, Treats, Supplements, Topical care, Veterinary diets, E-commerce assortments
• When was your last formal category review? Options: In the last 3 months, 3–6 months ago, 6–12 months ago, More than 12 months ago, This is our first review
• Share a short summary of how this category is performing right now (growth, gaps, surprising trends).
• Which competitors or private-label lines are taking meaningful share from your assortment?
• Typically, how many facings or SKUs per store do you allocate to this category? Options: 1–3 facings/SKUs, 4–6 facings/SKUs, 7–10 facings/SKUs, More than 10 facings/SKUs

Are You Settling for Slow Wins?

• When a premium brand earns space but misses expected velocity, whose job is it to fix that—and why do we often accept underperformance?
• What velocity per door (units/week) do you require to consider a new SKU on-track in the first 12 weeks? Options: 0–2 units/week, 3–5 units/week, 6–10 units/week, More than 10 units/week
• Tell me about a recent launch that missed expectations—what early signs were present and how did the team respond?
• How quickly do you typically reduce facings or withdraw a SKU when performance lags? Options: Within 0–4 weeks, 4–8 weeks, 8–12 weeks, Rarely pull within 12 weeks
• Which early signals would make you pause a pull decision and instead double-down (select all that would keep a SKU live)? Options: Sell-through vs. forecast, Sampling feedback, Loyalty/panel reorders, Promotional uplift trajectory, Supply guarantees

Who's Really Pulling the Purchase Strings?

• If we mapped every influence on a buying decision, who would surprise you by showing up as more influential than the org chart suggests?
• Which internal roles are required to approve a new pet food or wellness SKU? Options: Category buyer, Merchandising director, Supply chain/procurement, Store operations, Veterinary/technical review, E-commerce buyer, CEO/owner
• Which external voices carry weight in your decisions (veterinarians, distributor reps, brokers, key customers, influencers)? Options: Veterinarians/clinical advisors, Distributor reps, Broker/rep networks, Key account customers, Local store managers, Third-party testing labs, Influencers
• Describe the typical approval timeline and the most common blockers that stretch it out.
• Who is accountable for post-launch performance and replenishment decisions? Options: Category buyer, Store/region ops, Merchandising team, Supply chain, Marketing

When Things Break, What Happens?

• Imagine a bestselling subscription SKU hits a supplier disruption—what does the fallout look like across customers, stores, and your brand reputation?
• Which supply-side risks concern you most when onboarding a premium supplier? Options: Ingredient sourcing scarcity, Single-source protein dependency, Manufacturing capacity limits, Labeling/regulatory delays, Freight and distribution interruptions
• How long can a high-demand SKU be unavailable before customers permanently switch or churn? Options: Less than 1 week, 1–2 weeks, 2–4 weeks, More than 4 weeks
• Describe a past disruption: how you managed substitutes, customer communication, and restocking decisions.
• What contractual or operational buffers do you require from new suppliers to accept risk (select all that apply)? Options: Safety-stock commitment, Lead-time guarantees, Penalty/credit for backorders, Alternate supplier clause, Real-time forecasting visibility

If Shelf Space Could Talk

• Are you comfortable giving premium brands a little runway even if initial sales are slow, or does shelf economics force immediate action? Options: Comfortable with runway, Prefer quick decisions, Depends on supplier guarantees, Unsure
• Which planogram constraints hurt or help new premium launches most? Options: Limited facings, Adjacent category cannibalization, Shelf height/visibility, Endcap rotation, Price-tier clustering
• Where do you prefer to place new premium items for the pilot phase (main aisle, endcap, specialty counter, ecomm hero)? Options: Main aisle, Endcap/feature, Veterinary/clinic counter, Subscription/e-commerce hero slot, Checkout/impulse area
• Describe an in-store placement or visual cue that consistently improves trial for premium items.
• How large a test assortment do you typically accept for a pilot? Options: Single SKU, 2–3 SKUs, 4–6 SKUs, Full initial assortment

What 'Good' Actually Looks Like

• If someone told you this pilot would 'lift the category,' what exact numbers or behaviors would convince you that claim is true?
• Which of these metrics will be primary for judging pilot success? Options: Velocity per door (units/week), Margin percentage increase, Trial-to-repeat %, Incremental category sales, Customer satisfaction/NPS, Return or complaint rate
• What numeric target do you expect for trial-to-repeat within 90 days for a successful premium food or supplement? Options: Less than 10%, 10–20%, 20–35%, More than 35%
• What minimum margin uplift would justify replacing an incumbent SKU or brand? Options: Less than 5%, 5–10%, 10–20%, More than 20%
• Which non-negotiable compliance or labeling items must be validated before a product goes live? Options: AAFCO statement, Permitted claims only, Ingredient traceability docs, Allergen labeling, Veterinary endorsement where claimed
• Who needs to sign the final go/no-go for rollout if the pilot hits its targets? Options: Category buyer, Merchandising director, Supply chain lead, CEO/owner, Veterinary/technical approver

Trial to Repeat: The Human Story

• If sampling events don’t translate to repeat purchases, do we blame the product, the ask, or the way we told the product’s story?
• What has been your typical trial-to-repeat experience for premium treats or supplements within the first 30–90 days? Options: Less than 10%, 10–20%, 20–35%, More than 35%
• Which sampling formats have produced the highest follow-through in your experience? Options: In-store open sampling, Staff-driven sample with demo, Boxed sample insert with coupon, Clinic sample distribution, Subscription trial
• Tell us about a sampling activation that drove meaningful repurchase—what elements made it work?
• What customer barriers most commonly block repeat (price sensitivity, feeding transition confusion, availability, subscription friction)? Options: Price sensitivity, Feeding transition difficulty, Stocking availability, Subscription setup friction, Confusing claims/benefits
• Which promotion types do you find most effective to convert trial into repeat while protecting margin? Options: On-pack coupon, Bundle pricing, First-order subscription discount, Loyalty point bonus, In-store register coupon

The Operational Lift You Can Commit To

• If our product required three extra operational steps to launch perfectly, which of those could you realistically accept—and which would be deal-breakers?
• Which operational capabilities must be in place before you approve a pilot? Options: DC routing/slotting, Label/AAFCO documentation verified, EDI / ordering integration, Marketing and POS assets ready, Store-level training completed
• What lead-time from PO to first store receipt do you require for new SKUs? Options: Less than 2 weeks, 2–4 weeks, 4–8 weeks, More than 8 weeks
• What replenishment cadence do you prefer during a pilot to ensure velocity but limit overstock? Options: Weekly, Bi-weekly, Monthly, On-demand replenishment
• Who will own in-store execution, sampling staffing, and escalation when problems arise? Options: Store managers, Regional operations, Supplier field reps, Distributor/wholesale partner
• How should inventory buffers be handled for a pilot—who funds safety stock or covers stockouts? Options: Retailer funds safety stock, Supplier funds safety stock, Shared funding model, Decided on a case-by-case basis