Understanding Retail Buyer Expectations: What Brands Need to Know

Getting a product in front of a major retail buyer is an important opportunity. But getting the meeting is only the beginning.

Retail buyers evaluate hundreds, and sometimes thousands, of products and brands. They must determine which products deserve valuable shelf space, fit their customers, support the retailer’s category strategy, and have the operational ability to succeed.

A great product alone is not always enough.

Brands must understand what retail buyers expect before entering the conversation.

Retail Buyers Are Evaluating More Than the Product

One of the biggest mistakes brands make is assuming a buyer is only evaluating the product.

The buyer is evaluating the entire opportunity.

That may include:

• The product

• The brand

• Retail pricing

• Retailer margins

• Packaging

• Consumer demand

• Category fit

• Inventory availability

• Supply chain capabilities

• Marketing support

• Sales history

• Product differentiation

• The management team

• The company’s ability to execute

A buyer may love a product but still decide the company is not ready for retail.

Retail readiness matters.

Buyers Want to Understand the Opportunity Quickly

Retail buyers are busy.

Your presentation should make it easy for them to understand your product and the business opportunity.

Within a short period of time, a buyer should be able to answer several basic questions:

What is the product?

What problem does it solve?

Who is the customer?

Why will consumers buy it?

What makes it different?

What is the retail price?

What is the opportunity for the retailer?

If the buyer has to search through a 50-page presentation to understand the product, the presentation may already be working against you.

Clear communication matters.

Buyers Expect Professional Sales Materials

The way a product is presented can influence how a buyer views the company behind it.

Brands approaching major retailers should be prepared with professional materials, including:

• Product sell sheets

• Product specification sheets

• Executive sales presentations

• High-resolution product photography

• Retail pricing information

• Case pack details

• Product dimensions

• UPC or GTIN information

• Packaging specifications

• Inventory information

• Marketing plans

These materials should be accurate, professional, and easy to understand.

Your sales presentation is often one of the buyer’s first impressions of your company.

Make it count.

Retail-Ready Packaging Matters

Packaging is an important part of the buyer’s evaluation.

A buyer may consider:

• Does the packaging clearly explain the product?

• Can customers understand the product quickly?

• Is the packaging appropriate for the retail environment?

• Does it fit on a shelf, peg hook, or display?

• Is the UPC properly positioned?

• Are the product benefits clearly communicated?

• Does the packaging protect the product?

• Does the packaging look competitive within the category?

Retail packaging is not simply a shipping container.

It is a salesperson sitting on the shelf.

In many retail environments, the packaging must communicate the product’s value without anyone standing nearby to explain it.

Buyers Think About Shelf Space

Retail shelf space is valuable.

Every new product may compete with an existing product for placement.

That means a buyer may ask:

Why should I give this product shelf space?

Brands should be prepared to explain how their product adds value to the category.

That value may come from:

• Product innovation

• Consumer demand

• Better margins

• A new customer demographic

• A unique product feature

• Strong marketing support

• Incremental category sales

• Competitive differentiation

The goal is not simply to convince the buyer that your product is good.

The goal is to demonstrate why the product may be a good opportunity for the retailer and its customers.

Buyers Expect You to Know Your Numbers

Brands should understand their business before presenting to a major retailer.

Important information may include:

• Wholesale price

• Suggested retail price

• Retail margin

• MAP pricing, when applicable

• Case pack quantity

• Master carton dimensions

• Product dimensions

• Product weight

• Lead times

• Current inventory

• Production capacity

• Minimum order quantities

• Shipping location

If a buyer asks a basic product or pricing question, the brand should be prepared to provide an accurate answer.

Guessing can damage credibility.

If you do not know the answer, it is better to confirm the information and follow up accurately.

Marketing Support Is Important

Getting into retail and succeeding in retail are two different things.

Retailers want products to sell.

Brands should be prepared to discuss how they plan to create consumer awareness and support sell-through.

Marketing support may include:

• Digital advertising

• Social media

• Influencer campaigns

• Public relations

• Product demonstrations

• Live shopping

• Video content

• Email marketing

• Retail promotions

• In-store merchandising

• Consumer education

A retailer should not be expected to build your brand for you.

Brands need a plan to help drive consumer demand.

Buyers Expect Reliable Inventory and Execution

A purchase order is not the finish line.

It is the beginning of the retail relationship.

Brands must be prepared to execute.

Retailers may expect accurate:

• Order processing

• Inventory management

• Shipping

• Labeling

• Packaging

• Documentation

• Invoicing

• Product information

Late shipments, inventory shortages, incorrect labels, inaccurate product data, and poor communication can create serious problems.

Retail is built on execution.

The ability to deliver consistently can be just as important as the initial product presentation.

Understand the Retailer’s Customer

Not every product belongs in every retailer.

A product that performs well in one retail channel may not be right for another.

Before approaching a retailer, brands should understand:

• The retailer’s customer

• The retailer’s price points

• The products currently in the category

• Competitive brands

• Store formats

• Online assortment

• Current category trends

Your presentation should explain why the product fits that specific retailer.

A generic presentation sent to every buyer is rarely the strongest strategy.

Buyers Value Preparation

Preparation demonstrates professionalism.

Before a buyer meeting, brands should be prepared to discuss:

• The product opportunity

• Target consumers

• Competitive advantages

• Pricing

• Margins

• Inventory

• Marketing

• Retail strategy

• Supply chain capabilities

The strongest presentations are often the ones that answer the buyer’s questions before the buyer has to ask them.

Relationships Open Doors. Preparation Creates Opportunities.

Relationships are an important part of the retail industry.

The right relationship may help a product reach the appropriate buyer.

But the product, brand, and company must still be prepared for the opportunity.

At DPG Distribution, we have spent decades working in the retail industry and developing relationships across multiple retail channels and product categories.

We understand that getting in front of a buyer is only part of the process.

Our goal is to help brands prepare, present, and position their products professionally for retail opportunities.

How DPG Distribution Helps Brands Prepare for Retail

DPG Distribution works with brands across multiple product categories to help develop and execute retail sales strategies.

Our experience includes:

• Retail sales representation

• Buyer introductions

• Retail strategy

• Product positioning

• Retail-ready preparation

• Sell sheet development

• Product specification materials

• Executive sales presentations

• Packaging guidance

• In-store display concepts

• eCommerce strategy

• Live shopping opportunities

• International expansion opportunities

Since 2011, DPG Distribution has worked to connect brands, products, sales professionals, and retail opportunities.

Real relationships. Real experience. Real results.

Frequently Asked Questions

What do retail buyers look for in a new product?

Retail buyers may evaluate consumer demand, product differentiation, retail margins, category fit, packaging, marketing support, inventory availability, and the brand’s ability to execute.

Do I need sales history before approaching a major retailer?

Not always. However, sales history can help demonstrate consumer demand. New brands should be prepared to clearly explain their product differentiation, target customer, marketing strategy, and ability to support a retail launch.

How important is packaging to a retail buyer?

Packaging can be extremely important. It helps communicate the product’s value to consumers and may influence how the product fits into the retailer’s merchandising environment.

Do retailers expect brands to provide marketing support?

Marketing expectations vary by retailer and program, but brands should generally be prepared to explain how they plan to create awareness and support product sell-through.

Can a sales representative guarantee retail placement?

No professional sales representative should guarantee that a retailer will purchase a product. Retail buyers and retailers make their own purchasing decisions. Experienced retail sales representatives can help brands prepare, identify opportunities, and present products to appropriate retail contacts.

What should I bring to a retail buyer meeting?

Brands should be prepared with professional sales materials, accurate pricing, product specifications, packaging information, inventory details, marketing plans, and a clear explanation of the retail opportunity.

Prepare Before the Opportunity Arrives

Retail opportunities can move quickly.

When a buyer shows interest, brands should be ready.

Professional materials, accurate information, retail-ready packaging, available inventory, and a clear marketing strategy can make the difference between simply presenting a product and building a long-term retail opportunity.

Is your product retail ready?

DPG Distribution helps brands prepare for the complex world of retail sales, eCommerce, live shopping, and national retail expansion.

Written by George W. Davison, Founder & CEO of DPG Distribution | 34+ Years of Retail Industry Experience