Club Channel Essentials


Are you new to the club channel or is it just time to rethink your club channel strategy in order to maximize results?

If so, then you are in the right place.

Join Ben Milam for an overview that details the key attributes of winning items in the club channel. You’ll learn how buyers evaluate items and how to check all the boxes that can gain you your most valuable points of distribution.

This class focuses on the basics and includes:

  • The Club Model
  • The Value of Club Distribution
  • What Makes a Great Club Item
  • Creating a Club Channel Strategy
  • Assortment Planning and Decision Making
  • Distribution Options
  • How Buyers are Evaluated
  • Key Differences Between the Major Channel Players


About Ben Milam
Ben has spent 35 years in the CPG industry and has the unique business perspective gained from successfully operating on both sides of the buying desk.

Ben spent 20 years with Mars Inc., mainly managing large national accounts like Walmart and Sam’s Club, but also in headquarters roles including sales operations and strategy.

Leaving Mars in 2010, Ben joined Sam’s Club, buying key categories including Petcare, Laundry/Homecare, and Commercial Bakery.

Ben would eventually serve as the Director of Merchandise Strategy and Supplier Collaboration for Sam’s Club.

Ben left Sams Club in 2022, in order to return to his roots on the supplier side of the business, and is now Director of Sales for Walmart and Sam’s Club at Heartland Food Products Group.

Ben advises and mentors the leaders of supplier teams who need help with:

  • Sales strategy
  • Account management
  • Effective selling presentations
  • Category analysis
  • Channel management
  • Negotiation
  • New supplier development
  • Item launches

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