by Sarah O'Sullivan | CRO Situ Live
Jun 1, 2021
If you’ve clicked onto this article, then you’re probably already aware of the many advantages of having your products featured in a retail venue.
From heightened brand exposure and product engagement, to increased sales and long-term brand loyalty – retail can truly open new doors for your business.
But how do you find the right retailer? Or prepare a memorable product pitch?
I work with brands of all sizes to help them grow and diversify their retail presence, and these are my top recommendations for getting your product in stores.
A succinct, well-crafted pitch is critical when speaking to retailers. The goal is to excite them and create a lasting impression.
Be sure to do your research ahead of time and understand how your product may fit into their venues. Explore the retailer’s product categories, as well as their existing products, to see how your product or service may compliment what they already stock.
When writing your pitch, you should try to anticipate any inevitable questions that may arise. It also goes without saying but you must make sure you are fully clued up on your product specifics.
It’s no secret that customers respond most to products which solve a problem, so a compelling pitch should acknowledge a pain point and offer a solution. You want to grab their attention from the beginning, explaining clearly why consumers need your product and backing this up with statistics.
Ensure you take this opportunity to showcase what makes your proposition unique. Be sure to highlight all the features which make it stand out from the competition.
Once you’ve set the scene for your product, now is the time to demonstrate it. Make sure you highlight any secondary features, as well as the primary function. This is also a great time to provide product samples if possible.
Your real value is in your story. Retailers are always looking to stock fresh, authentic brands which have a compelling story to tell.
To create a splash, you need to leverage your backstory and highlight what makes you unique. Are you a market first? Do you take a fresh approach to solving an age-old problem?
Try conveying this is through a personal story which explains the inspiration behind the product. Was there a particular event which sparked the idea?
As Geoffrey James says, “Before anybody is going to buy from you or your company, they've got to "buy" the idea that you're somebody worth working with.” So, you need to exude confidence and passion in yourself and your product.
Thousands of new products are being invented every year, so how can you prove that yours is the one which belongs on the shelves?
You need to provide social proof that your product is worth betting on. When speaking to retailers it is important to show that you have a history of delighting customers, this could be through reviews, case studies, media mentions or testimonials which show the value your company offers.
You can also share any relevant data around your sales history which helps to prove that your product will sell, all of this helps to assures the retailer that customers like the product.
Following your pitch, you want to make sure the retailer has all the product specifics and information they need at hand.
The best way to do this is to create a branded one-page brochure detailing the following:
The sell sheet should concisely convey how your product or services solves a problem. If you are looking for a sell-sheet template, Visme is a great place to start.
Finding the right store takes time and you often need to meet a variety of retailers to find the best fit. Before beginning this search, it is worth spending time identifying your terms and priorities to better determine what you are looking for.
Depending on your business, it may work better to have a presence in a few different stores or to establish an exclusive partnership with just one venue. Each one will have its own pros and cons.
While some traditional ‘big box’ retailers may offer wider exposure, they can be inflexible, giving you minimal autonomy over your brand and keeping large margins.
If you are looking for a low-risk, flexible approach to retail, then look no further than Situ Live. Your products will be bought to life in our immersive experiential venues, and you will retain full margins on every product sold.
A fully managed-service, we provide high-footfall space, expert staff and a custom analytics dashboard, with packages starting from £2,000 per month.