Four “To Dos” to help solidify more shelf and aisle space for your new product
You have a new product. It’s killer! There’s nothing like it on the market. It’s going to sell like hotcakes, and you’re going to be a success!
But it’s not about you, is it? Because until you gain store shelf or aisle space to sell your product, you won’t make a dime.
You need shelf space or aisle display area.
The buyer makes that call. And so, your success is directly tied to the success of the store buyer. Realize now that it’s no longer about “you”. How can you help your buyer be successful? Do that, and you’re on your way!
It's the “chicken or the egg”, right? You need sales and the buyer needs proof. Here are some things we’ve learned that have helped our customers focus on their buyers’ needs, gain shelf space, and increase sell-through:
1. EXPLAIN What’s the Difference
A Unique Selling proposition (USP) defines what is so different about your product that someone will want to buy it instead of the competition. Knowing yours and being able to deliver it well instills confidence in your pitch and curiosity from the buyer. If your product is better, be ready to tell the buyer why.
2. Prove your Supply Chain
A store buyer has seen it before. A new product should sell. It doesn’t surprise anyone when it does sell! But then they can’t keep it on the shelves. That’s not a good position to put the buyer or the store's customers in. Be able to predict sales and supply chain confidence in advance. Then plan early and have contingencies in place. Let your potential store buyer know you’ve already thought this through, and are planning for success.
3. ENSURE Product Packaging and Display Quality
Remember, first impressions are lasting impressions, not just with your customers but with store buyers. Packaging and display materials that don’t withstand traffic or product packaging that doesn’t represent the brand will short-circuit your path to success. At Ashtonne Packaging we’ve gone on sales calls and presentations with our customers to help the store buyer see what the product will look like in the store aisles and on the shelves, and how it will hold up. When they trust that you’ve got a partner that cares about “sell through”, they’ll trust you.
4. Do your homework
Data and market analysis speak volumes to the store buyer. The trick is to focus as much on the store’s needs as your product story. Can your product help drive a different target audience or demographic that the store needs to increase for success? Did your store have a bad experience recently with a vendor that didn’t hold up their end? Do your research to help the store buyer make decisions that will help the store, not just sell your product.
Remember, the store buyer’s job is to increase sales for the store, not to increase sales of your product. Focus on making the buyer a success. If you do that, more and more shelf space will become available.
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From a new idea to the next expansion, Ashtonne Packaging has been helping both large and small businesses launch new products and expand product lines with product packaging and display strategy, design, and development for over 15 years.
For more information and a friendly conversation about what you might need to improve your product packaging and display, call Ashtonne Packaging at 877-832-7720 or contact us here, and let’s set a time to talk. We look forward to it.
