How to Grow Your Business, Launching Your Product in the Big Retailers!

Launching a product in a top 4 retailer in the U.K. requires careful planning and execution, however, it can help step-change the growth of your business. Here are a few steps to guide you through the process. Of course, contacting us at Harrison and Hunter is the simplest way to ensure success. It's what we have spent our careers to date doing. Nothing in life is guaranteed, but you can stack the odds in your favour with us by your side.

Firstly, research and understand the retailer: Start by delving into the U.K. grocery market and the key players. Understanding their target audience, product categories, and any specific requirements they may have for new products will help you identify the best fit for your brand and business.

Secondly ( and you may already have this in the bag), develop a compelling product. You must ensure that your high-quality product meets the needs of the retailer's customers. Conduct market research to identify gaps and opportunities and refine your product accordingly.

Next, and again, you may have this sorted; you need a comprehensive business plan: Create a detailed business plan that outlines your product's unique selling points, pricing strategy, marketing plan, and projected sales.

A step we can be crucial in supporting is building relationships. Establishing connections within the retailer's organisation can be challenging. We can attend trade shows, networking events, and industry conferences to meet key decision-makers and establish relationships on your behalf.

Pitching your product is critical and will be first done as a paper proposal in many cases. Submit a professional and persuasive pitch to the retailer, highlighting your product's benefits and market potential. Be prepared to provide samples, product information, and any other relevant materials that can support your pitch.

The dreaded negotiation, these buyers can be tricky. If the retailer expresses interest, be prepared to negotiate terms such as pricing, product placement, marketing support, and exclusivity. Ensure you have a clear understanding of the retailer's expectations and requirements. Make sure you write down your needs, demands and red lines, wherever possible try to attach a value to each!

Legal and technical requirements can derail launches at the last minute. Ensure you understand and can meet the retailer's needs, such as obtaining necessary certifications, packaging, and labelling compliance. Adhere to any standards or regulations specific to the retailer. These are often similar but slightly different across retailers, so read the fine print.

Getting your product on the shelves is only half the battle; you must develop a comprehensive marketing plan to promote your product within the retailer's stores and beyond. Utilise both online and offline channels to generate awareness and drive sales.

When things start to go well, you, as the brand owner, now need to be looking at phase two. Monitor your product's performance within the retailer's stores. Analyse sales data, customer feedback, and market trends to identify areas for improvement and refine your approach. How can you make your brand's shelf space work harder for the retailer?

Launching a product in a top retailer requires persistence, strategic thinking, and a strong value proposition. It may take time and effort, but you can increase your chances of success with the right approach. We at Harrison & Hunter have been through this process across different categories and with various retailers. We can lend our knowledge and expertise to make this process faster and easier, ultimately helping you grow your business. Get in touch and lets make this happen.