If you're a growing CPG brand dreaming of shelf space at major retailers, you're not alone. But here's the truth: landing in stores doesn't just happen because you’ve got a good product or a catchy name. Retail buyers are busy, selective, and ultimately accountable for what performs in their stores. They need confidence that your brand will not just show up, but deliver - in every way that matters.
So, what exactly do buyers expect from emerging brands? And how do you make it easy for them to say yes? Let’s break it down.
Product Fit: Performance, Packaging, and Positioning
Before a buyer will even consider placing your product, they want to know if it makes sense for their shelves. That means more than just having a quality item. Your product must fill a gap, outperform what's already there, or bring something fresh that shoppers haven't seen before.
Packaging plays a huge role here. It needs to be retail-ready: clean, on-brand, and designed for maximum shelf impact. Poor packaging can kill a pitch before a word is spoken. Likewise, your product positioning should be clear and concise. Is this a premium item? A better-for-you alternative? A budget-friendly swap?
The more aligned your product is with the store’s audience, the easier it becomes for the buyer to visualize it succeeding on their shelves.
Proof of Demand: Show You’ve Got Traction
Buyers are not in the business of taking risks for fun. One of their biggest concerns is whether a product will actually move. That’s why demonstrating proof of demand is non-negotiable.
Direct-to-consumer success is a great place to start. Show your reorder rates, positive customer reviews, or how fast you sold out during a launch. If you’ve already tested in a few smaller retail chains or boutiques with strong results, that’s even better.
Social media buzz, influencer mentions, and press coverage all help to prove that people care about your brand - and that you're not just a one-hit wonder. Think of this section as your credibility report card. Buyers want to know you're already resonating with consumers before they put you in front of theirs.
Operational Reliability: Can You Deliver at Scale?
It’s one thing to produce a few hundred units. It’s another to keep shelves stocked in a regional chain - or a national rollout. Retail buyers expect you to be buttoned up when it comes to fulfillment, lead times, and communication.
They’ve seen what happens when a new brand gets a shot and then can't deliver. Missed shipments, late deliveries, or inventory shortages hurt more than just your brand - they damage the buyer’s reputation internally.
Come prepared to talk about your supply chain, how you’ll handle purchase orders, and what happens when demand spikes. Reassuring buyers that you’re ready to scale gives them one less reason to hesitate.
Pricing, Promotions, and Margin Transparency
Buyers need to hit their numbers, and that means they need products with a healthy margin and pricing that makes sense. If you don’t know your costs or can’t clearly explain your pricing structure, you’re not ready to pitch.
Bring a clear breakdown of your wholesale price, MSRP, and retailer margin. Even better, come with a launch promotion strategy, whether that’s coupons, in-store demos, or a digital campaign to drive traffic. It shows you’re not just asking for shelf space, you’re ready to support the product once it’s there.
You don’t have to offer deep discounts, but you do need to show flexibility. Buyers want partners who understand the retail game and are willing to collaborate.
Make It Easy for Buyers to Say Yes
The brands that win shelf space aren’t just those with flashy marketing or a hot new flavor. They’re the ones that do their homework, show up prepared, and speak the buyer’s language.
So, take time to refine your pitch, build your proof of demand, and tighten up your logistics. Show you’ve thought beyond the product, and into the full retail experience.
Because, in the end, buyers are looking for more than a great product. They’re looking for a reliable partner who makes their job easier.
Need help getting retail-ready? Reach out to discuss how to prep your CPG brand for shelf success.
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