For emerging food and drink brands, making the jump to grocery store shelves can be an intimidating yet unbelievably necessary measure for your merchandise and brand. Getting into grocery aisles significantly widens a brand’s potential customer base and exponentially increases its potential earnings haul. To successfully impress retailers and leave them clamoring to have your product on their metal display stands following your amazing pitch, you want to research each merchant and their typical customers, corner a market to make your product stand out from others like it, and align your product with a merchant’s business objectives.
Use these strategies to wow merchants and get your product in grocery stores in no time:
Make Your Product Stand Out
You may have researched everything there is to know about a merchant, but it will not mean anything if you are selling something that they already have. Prior to going to a pitch meeting, you will need to consider how your product differs from others like it. It is a wise idea to target a particular angle on your pitch – such as health, cost or ingredients – and highlight to retailers how your brand will stick out from other products in your market.
Know Your Audience
Among the biggest mistakes you can make is to enter every pitch with the identical approach you always use. Before every conversation with a merchant, you should research everything about them you can find. This means knowing who a retailer’s target customer base is, obtaining an ideal price point for this shop’s customers and having a grasp on demand for products like yours. Your research must dictate the cost point of your goods, the sort of packaging you should be using, and the marketing strategy you need to use when making your pitch to a merchant, and to successfully get your item onto product displays.
Prepare For Slotting Fees
Additionally, it is critical that you understand logistical issues, like how much a single merchant charges for slotting fees for shelf space in its store. This is especially important for smaller, emerging companies that are trying to improve their brand awareness, as these companies frequently have trouble paying slotting fees.
Help Shops Reach Their Objectives
Rather than creating a sales pitch just about your product, you need to position yourself as a possible teammate to retailers. To do that you want to get familiar with a company’ short-term and long-term objectives, and this strategy can go well beyond making a profit. By way of instance, retailers may be seeking to expand their offering of healthy or neighborhood food alternatives, so promoting your product as a means for retailers to accomplish that aim would serve you well during a pitch. It’s also wise to bring advertising strategies for your product to the table so retailers have a clearer idea of how to make sure your product will fly off the shelf.
You should think about how your product could be cross merchandised with other stock, mock up intriguing merchandising displays, and flesh out an advertising strategy prior to your pitch assembly so retailers have the ability to see the entire potential of getting your merchandise in their stores. The more they see you as a spouse who wishes to work together, the better your chances are of procuring some of the coveted shelf space in one of the retail aisles.
It is essential to keep these plans in your mind when devising your retail pitches. If you follow these guidelines, you will have the chance to place your brand ahead of the competition as you see your products picked up in a growing number of stores.