Unlocking Supermarket Listings in 2024
In the competitive world of grocery retail, securing shelf space for your brand is just the beginning. Maintaining that space and thriving in it requires insider knowledge and strategic finesse. In this month’s blog, we share insights from someone who knows this world. Rosie Bambaji, an ex-buyer turned Commercial Director, shares her unique perspective on what it takes for brands to succeed in grocery listings.
The Journey from Buyer to Brand Advocate
Rosie Bambaji’s journey in the retail industry is a tale of two cities: the buyer's office and the brand's boardroom. Having spent years as a buyer, Rosie understands the intricacies of what retailers seek in products. Now, as a Commercial Director, she navigates these insights to elevate brands in the grocery space. Her dual expertise offers a rare and valuable perspective for any brand aiming to not just enter but excel in the grocery market. Here are her top tips to success
First Steps to Grocery Listings
The journey to securing a grocery listing starts long before the pitch. It’s crucial to deeply understand the retailer’s customer base. Align your product’s values with the store’s range and ethos. Always back your pitch with solid market research.
Crafting an Irresistible Pitch
Your pitch should tell a compelling story. Why does your product exist, and what gap does it fill? Be clear about your sustainability credentials and define your USP. Remember, a pitch is not just about your product; it's about how it fits into the retailer's portfolio.
What Buyers Really Look For
As a buyer, I looked for a balance of innovation, market relevance, and ethical practices. Pricing strategy is also key. Products need to offer value to both the retailer and the consumer.
Keeping Your Product on the Shelf
Getting listed is just the beginning. Build strong, ongoing relationships with retailers. Be responsive to consumer feedback and market trends. Continuous product improvement is non-negotiable.
Navigating Listing Costs
Be prepared for costs beyond just production and distribution. Budget for marketing support, promotional activities, and possible slotting fees. It’s vital to understand these costs upfront and plan accordingly.
Rosie’s insights shed light on the complex process of grocery listings. From crafting an impactful pitch to understanding the financial commitments involved, her advice is invaluable for any brand looking to make its mark in the grocery sector. To hear more from Rosie follow her on Linkedin https://www.linkedin.com/in/rosie-bambaji/