My work with you is broken down into 3 key phases…

Phase 1: The Foundations

Before you even start to think about approaching retailers, it’s important that you have solid foundations, as these will guide your retail offer and which retailers you align with. Pretty much every decision you make is guided by your foundations. If you skip this step, it could impact the retailer’s impressions of your brand and you might make decisions that are difficult to unravel later. If you already have these sorted, that’s great! If not, I can help you articulate these.

  • Retail strategy

  • Brand positioning

  • Brand story

  • Brand values - e.g. sustainability, country of origin

  • Competitor landscape

  • Market research/social proof

  • Ideal customer

  • Unique brand and value proposition

  • Quality photography and brand assets

Phase 2: Preparing Your Retailer Approach

This phase is really exciting! But also the most work! This is the phase where most businesses flounder, if they haven’t partnered with retailers before. But don’t worry, I’ve got you! We’ll cherry pick from this list and work on what is relevant to your target retailer. It’s so important to tailor your sales pitch to every retailer. This isn’t an exhaustive list, but an example of the types of things we will cover.

And remember, retail buyers/category managers are generally very busy, so the more organised, comprehensive and professional you are, the more effective you will be at gaining store ranging. You need to make it easy for them to reach a “YES”!

  • Investigating retailer expectations, standards and regulatory requirements

  • Nailing your pricing - both recommended retail price (RRP) and wholesale

  • Pricing psychology

  • Promotional strategy

  • Terms of trade - yours and theirs

  • Navigating retailer rebates and one off charges

  • Retailer gross profit % (GP%) requirements

  • Retailer terminology, acronyms and jargon

  • Your product offering

  • Data analytics

  • Sales and marketing support to the retailer

  • Product catalogue

  • Logistics - shipping, invoicing, stock management, how they place orders

  • Packaging and retail display requirements

  • Negotiation tactics and solving objections

  • How to approach the retailer

    And finally…

  • The sales pitch!

    When a retailer accepts your products….time to celebrate! But don’t forget it’s super easy to lose ranging, so once the celebration is over, please remember that phase 3 is ultimately responsible for your brand’s success.

    If the retailer declines your products, we’ll gather their feedback and regroup. Perhaps it’s a matter of revisiting your offer and trying again! Or perhaps it’s time for us to move on to another retailer or revisit and revise your retail strategy.

Phase 3: Partnering With The Retailer

This phase is extremely crucial! Now that you have retail ranging, you don’t get to sit back and watch the sales roll in! Retail buyers/category managers have finite shelf space and will be watching your sales performance. Your product needs to keep earning that shelf space and if it doesn’t, you won’t receive another order. Sometimes you will have a really engaged retail buyer who will work with you to drive sales, but sometimes they’re simply too busy and you may not even know that your products have been deleted from their range until it’s happened. Developing trust and loyalty is key to a lasting partnership.

  • Finalise any terms of trade agreements

  • Store staff training

  • Instore implementation

  • Sales data analysis

  • How to handle future range reviews

  • How to manage price increases in the future

“In my retail buying career, I’ve seen so many amazing products declined, due to the supplier not preparing the appropriate information and their inexperience in dealing with retailers. They don’t have time to hand hold, and they want to work with professional suppliers…this is where I can help you”.