How to Get Your Product into Mass Retail

So, you've developed a delicious new culinary item. You have created a tasty dish, thought up clever packaging, and are now prepared to take your product to the next level: selling it in major supermarket chains. Now, the big question: how do you get your product into mass retail?

So you made a product. It’s a good product and it’s been selling well on your website. But you know that the best way to take it to the next level is to get it into big box retail stores.  

The question is, how to begin? Where does one start?

Getting your CPG product (Consumer Packaged Goods) into big box locations is not easy, but it is doable. Here are some tips that will get you headed in the right direction.

Create a thorough strategy first.

Your financial estimates and a thorough explanation of your product and its intended audience are essential components of this. A well-written business plan can serve as a guide to success, attracting investors and distributors to your cause.

Read up on the topic. Find the supermarket stores where your goods would sell well. Think about who they're trying to sell to, what they're selling, and how much they're charging. Find out how to get in touch with the buyers at the stores you've chosen.

Get your pitch in order. Be prepared with a succinct pitch when reaching out to potential purchasers. Explain in your pitch how and why your product stands out from the competition and would appeal to the store's clientele. You should be ready to defend your product, price strategy, and marketing approach.

Show us some examples. After you've established rapport with a potential consumer, they may request a sample of your wares. Samples should be of high quality and presented in a professional manner if you want to make a positive impression.

Have persistence and patience. Getting your goods into major supermarkets can be a time-consuming process. If potential customers don't respond right away, don't lose hope. Do not give up; rather, maintain constant contact.

Team Up with a Sales Expert

Large retail stores get requests from manufacturers asking them to carry their products every day. So, when you submit a pitch, you need to make it stand out.

The first step will be to team up with a sales expert who can create a strong pitch. They will help you gather the resources you need to demonstrate what your product is about and how it can add value to people’s lives.  

If you can’t afford a sales expert, you must become a sales expert yourself. This won’t happen overnight. You will need to become skilled in prospecting, identifying customer needs, building connections, negotiating, and closing.

But learning these skills will come in handy throughout your career.

Do Research to Demonstrate Value 

A big box retailer won’t take your product unless they see how it can add value to their customers’ lives. They know that a product that adds value will be more likely to sell.

You can take all day explaining to them how your product adds value, but you will need cold, hard facts gleaned from research to prove your point.

The first step will be determining your target audience and where they shop. It goes without saying that you will want to approach stores with a customer base that matches your target audience.

Next, you will want to show how your product design can add value or solve problems. There are a few ways to go about this:

·      Talk to your customers and get testimonials

·      Conduct market research to show how your product is perceived

·      Provide graphs and stats that show how your product will save consumers money, solve their problems, etc.

Verify that your product is prepared for widespread distribution.

This necessitates an advanced product, a distinct brand identity, and an effective advertising campaign.

Be adaptable. Products sold in stores may need to meet certain criteria set by retailers. Cooperate with them to find solutions to their problems.

You might want to consult a broker. A broker can introduce you to purchasers at major supermarket chains. Keep in mind that brokers will likely ask for a commission on any deals they help you close.

Some typical obstacles on the road to having one's food product sold in supermarkets are as follows:

Strong rivalry. Many food producers aim to have their wares sold in supermarkets. Making ensuring your product stands out from the crowd is crucial.

Very pricy. Getting your goods into supermarkets and other large retail outlets can be pricey. Marketing, trade shows, and salespeople could all be worthwhile expenditures.

Slow moving sales process. Getting your goods into major supermarkets can be a time-consuming process. Six months to two years is a typical sales cycle.

Stand Out with Your Pitch

Big box stores have seen it all and heard it all. To impress them, you will need to stand out during your presentation.

To do this, bring along anything that proves the product’s worth. One thing you should be sure to have with you is the product itself. That way, you can demonstrate how it’s used, and you can allow the committee to sample it.

You will also want to bring a one-page document that shows:

·      Contact information

·      Pricing information

·      Customer testimonials

·      Ordering information

·      Product images and overview

When presenting your pitch, use an engaging approach that includes plenty of brand personality. Know what you are going to say emphasizing what makes your product stand out. Rehearse your lines a few times to ensure you don’t appear nervous.

Discuss Possible Pain Points

Your pitch should touch on possible pain points of the store’s average shopper. Determine what they are in advance and explain the solution your product provides during the presentation.

Don’t Give Up

You may not get a deal with your first presentation, but it’s important not to give up. The more you make your pitch, the more refined it will become. Your experience will also help you learn what big retailers are looking for so you can make updates to your product if possible. The more doors you knock on, the more likely one is to open.

We wish you the best of luck moving your brand forward.

Although it may be difficult, getting your food product into supermarkets is not impossible. Success is within your reach if you apply the advice above and keep going.

Here's a casual, conversational example of a pitch you may make to a large supermarket chain:

Howdy [Name of Shopper],

Hi, I'm [your name], and I started [your business]. I'm writing to inquire about the possibility of carrying my food product, [product name], in your establishments.

A new food product that tastes great and addresses a real need for consumers is [Product Name]. It's guaranteed to make you happy and uses premium materials.

I believe that [brand name] would be an excellent choice for your demographic. It's a moneymaker that would bring customers into your stores.

I've enclosed a free trial of [name of product] for your consideration. If there is anything more you need to know, please let me know.

I appreciate your reading this and thinking about it. As soon as you can, please get back to me.

With warm regards

Your Name Here]"

It's hardly a walk in the park to get your food product into major supermarkets, but it is feasible with persistence and strategy. The odds of successfully bringing your wonderful product to consumers across the country are increased if you follow the advice in this article.