Top 10 Retail Product Placement Tips
Building your brand towards product placement in stores is what you’re striving for. However, there’s a few extra steps along the way to get your product on shelves and successfully purchased. Here are some of our expert tips to get you the retail product placement of your dreams.
1. Have a Clear Point of Difference
What makes your brand unique? Review your competitors and have a clear point of difference (POD) that differentiates your brand. You want to stand out from the competition.
2. Price Your Product Competitively
Your pricing should be based on your POD. Does your product have a clear added value to it?
Adding or subtracting a few dollars based on your market could make a big difference. Review the price points of your competitors as well.
3. Create impactful packaging and displays
You have less than one second to “grab” the consumer and make them understand your product and feel the need to purchase it. Hiring a firm is highly recommended if it’s not a talent you possess in-house.
4. Hire a Professional Photographer
For high quality, high resolution pictures that match your brand, invest in professional photography. Especially with lifestyle photos, these images are used for your lookbook and catalog and must show the value of your brand. Because first impressions are everything, this is how a retailer or consumer is going to view your product.
5. Fine Tune Your Brand, Tagline and Mission Statement
Focusing on these items are important to your retail product placement. You want to make the consumers and retailer you target fit in line with your brand. Fine tuning your brand not only attracts customers but helps you get placed in the appropriate retailers for your target audience.
6. Be Active But Not Annoying on Social Media
You want to make sure you’re engaging with consumers and providing interesting and authentic content to attract followers. Be careful though, you don’t want to overwhelm your audience and lose their interest. Hire a professional company, if necessary!
7. Hire a Reputable PR Firm Like Us!
Consumer awareness is crucial for any brand’s development. Getting PR is your resume to the world. It helps you become a household name and sets your brand apart from others. Leave this task to the professionals who are experts at building connections and know how to get you message out there in a clear and concise way that encompasses your brand in the best way possible.
8. Identify and Engage Your Category Buyer
Send product information, recent press features and any relevant influencer posts for your products. Buyers often need repeat impressions of a brand before they will place a purchase order. Don’t get discouraged. Keep sending them relevant information and push for an in-person meeting to review your brand.
9. Read and Re-Read Your Vendor Guidelines
Once you get that purchase order, you need to make sure you’re shipping correctly, and your boxes are going to the right place for example. Rereading and understanding your vendor guidelines helps prevent charge-backs and returns that can cut into any profit you make.
10. Focus on Sell-Through
Buyers are taking a risk putting your new product on their shelves. They need to know that your product won’t remain there for long and end up as a consumer purchase. Use marketing opportunities available through the retailer as well as your own social media and PR to move product off the shelves. Initial placement is often-times the easiest part – the sell-through and subsequent re-orders are difficult. Make sure you focus on moving your product, not just getting it on the shelf!
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