“When dealing with the world’s largest retailers, one must be exceptionally skilled to handle the day-to-day negotiations that arise. Unfortunately, too many people “wing it” and find themselves coming out on the short end. National retailers are extensively trained in transactional and complex fact-based negotiations. Ensure your organization is trained to know how to negotiate at the highest level.” 

“Start with a strategy. Brands looking to make the leap from DTC to Retailer doors or portals should start with a strategy that makes sense across the 4C’s – Consumer/Shopper, Company, Competition and Customer. Think about how your brand benefit and value proposition will translate to an in-store environment vs the incumbent products in whatever space you want to offer.”

“Know your retailer audience who they are, the strategy, their pain points – so you are better able to create irresistible solutions that build their top and bottom lines. As a Simpactful Retailer expert, I helped a brand present how they could leverage their digital assets to partner with a retailer to bring incremental volume into the stores.  DTC brands have a digital reach (audience) that B/M retailers want to tap into and bring a holistic experience in their store. The retailer can bring their brand closer to the customer via store locations and last-mile delivery options for overall customer satisfaction.” 

“Not all brands or products should be assorted at all retailers, as shoppers have preferences and expectations on what to buy where. Good customer segmentations delving into both behaviors and attitudes, enable stronger ROI strategies for manufacturers and retailers.”

“Start with understanding the retailers’ business models to provide offerings that drive Joint Value Creation. Consider the customer KPIs and ensure your retail offerings help the buyer on their performance metrics. Ensure investments expectations regarding promotions, retail media, retail data, etc are understood and that the business can support it.” 

“Your retail sell-in pitch should focus on what retailers care most about…their Category, their Shopper, their Financials. Do your homework to understand their business strategies, priorities and where you can add value. A little investment of your time will go a long way in demonstrating thought leadership and expertise.”