Know The Retailer
Do Your Pre-Work
The Basics
Product Price & Promotion Distribution & Strategy
APPROACHING KEHE ’ S RETAILER PARTNERS & FAQS
Know The Retailer
• What is their history ?
• How do they approach e-commerce ?
• How many stores do they have ?
• Where are their stores located ?
• Do they allow off-shelf merchandising ( e . g . displays , shippers , etc .)?
• Who do they consider major competitors ?
• What is their competition doing that they are not and what are they doing that their competition is not ?
Do Your Pre-Work
• How does that retailer merchandise the category ?
• Is it merchandised differently by store ?
• How does that retailer price the category ?
• What other brands are currently in that retailer ’ s portfolio ?
• How are those brands priced on shelf ?
• Do they have any off-shelf displays ?
• What signage do they have in the category ?
The Basics
• Know your audience
• Who is the buyer ?
• How long have they managed the category ?
• How long have they been at the retailer ?
• What is their data style ?
• Be clear & concise
• Be data driven
• Provide actionable insights
• Get into the retailer ’ s stores
• Complete a marketplace tour , including the competition
Product Price & Promotion Distribution & Strategy
• Where is your product merchandised ?
• Who is your target consumer ?
• What brands do you consider your competition ?
• What is your pack size ?
• What are your ingredients ?
• What certifications do you have ?
• Are you willing to offer exclusivities ?
• What is your shelf life ?
• What is the landed cost ? How are you priced in comparison to competition ?
• What is your SRP ( suggested retailer price )?
• Can you provide an EDLP ( everyday low price ) at $ XX ?
• What is your promotional strategy ?
• Are you prepared to advertise in our XX program ?
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• What retailers do you have distribution in ?
• What other retailers are you targeting for distribution ?
• Do you have POS ( point of sale ) material ?
• Are you prepared to pay $ XX for slotting ?
• Do you offer new item placement / free fill ?
• Do you have a broker ?