Securing Shelf Space in a Competitive Market

Product packaging, positioning and pricing play a part in attracting retail buyers

By Jenni Simcoe, Writer

When you browse the aisles of your favorite stores, you tend to gravitate toward brands you know. It's no different for retailers and retail store buyers. Getting buyers to give shelf space to a new product isn't impossible, but it does require some legwork. To secure real estate in a store, you need to:

Make your packaging pop.
Offer a quality product that's also a good value.
Brand your product.
Promote your product with a marketing and publicity campaign.
Know your competition well enough to emphasize your product's strengths by comparison.
Meet your production quotas and deliver on time.

Position your product

Your product needs a clear identity that differentiates it from the competition and highlights how it benefits your target market. To position your product, make a list of your product's features and how they benefit your customers. Is your product a time-saver? Will it make your customers healthier? Or is it easier to use than your competitor's product?
Try: Consult a professional agency, such as Spur Communications, to assist in positioning your product effectively.

Create packaging that wows

Buyers look at packaging almost as much as the product itself. If your packaging design doesn't shout "pick me up," buyers may not think it will sell well in their marketplace.
Try: Find a list of packaging design companies at BrandChannel.com. If you question the effectiveness of your existing packaging, enlist Eye Tracking to perform market research to see how consumers react to your product.

Target independent retailers

Initially setting your sights on smaller retailers rather than mass marketers makes sense for a number of reasons. It quickly reveals any problems with your product or its packaging, and it gives you practice in the fine art of negotiating shelf space. Once you've had success with independents, use your good track record to appeal to larger retailers.
Try: Contact your local chamber of commerce to find independent retailers in your area or use the search engine at the National Retail Federation to find regional and community retail associations. Add your product to IndieRetailer.com's search engine, which is targeted to independent retailers.

Attend trade shows

Generate interest in your product by taking it on the road. Consider exhibiting at a trade show in your industry where buyers will be browsing the aisles for new wares.
Try: Search for trade shows in your industry or product category at TSNN.com.

Keep your product in the public eye

Retailers want products that will sell themselves. Committing to a marketing and publicity campaign that will drive consumers to your product will entice retailers to give you a shot.
Try: Find an advertising agency in your area by searching the American Association of Advertising Agencies (AAAA) Web site. Launch a publicity campaign with a public relations firm by searching the Council of Public Relations Firms member list. Locate independent consultants who specialize in advertising, marketing and PR at Guru.com.

Price your product competitively

Buyers are sure to shy away from stocking your product if it the cost is significantly higher or lower than comparable products.
Try: Determine a retail and wholesale price with formulas courtesy of Microsoft Office or consider pricing software, such as Price Director.

Hire a retail marketing firm

Let the pros handle the process of selling your product to retailers. The money you spend on a consulting firm could be recouped thanks to greater success landing your product on store shelves.
Try: Outsource your product marketing to Phase Forward, a firm that specializes in launching products into the retail channel.