Shortcuts To Get Your Products Into The Retail Markets

If you’re an entrepreneur with a consumer product, you probably find yourself from time to time keeping one eye “on the prize” --- seeing your products being sold on department store shelves. From personal experience I can tell you it has been quite rewarding to be in Macy’s, Bloomingdales, the Waldorf Astoria Gift Shop, the United Nations, etc. and to step back and watch people buy my products. I’ve done the same for ideas that I licensed out to other companies. I didn’t necessarily manufacture the product but I still loved to watch people enjoying something I had a hand in creating.

Now for a reality check: it’s important to have a healthy perspective at all times of the physical and financial responsibility involved in maintaining your place on store shelves. It shouldn’t be taken lightly but when you’re ready, I say go for it and enjoy the ride. That topic is for another day however. TODAY, I wanted to share some of the strategies I employed early on to secure my place in the retail sector so that my journey became almost effortless and I had the opportunity to test and impress the entire time.

1. Once you’ve identified the retail stores you’d like to have a presence in, it’s important to start developing alliances with people known in that space. It could be a current or former executive (ideal), a popular vendor who everyone knows, or a sales rep from another company that knows the ropes. You’ll have to network and do some research here. These people can run interference, open doors for you, help establish your credibility, etc.

2. Introduce yourself to your local buyers or department heads. Most of the retail chains have centralized buying offices these days but the department heads of the local stores still have a say. Find out who your local contact is and arrange for a non-selling visit. This is just an introduction and to get some quick feedback from them on how they think your product would sell in their store--- hypothetically. They can give you priceless information since they tend to really know their customers and what products move quickly and why. Stay in touch and let them know they’ve made a difference as you relay your progress.

3. Request a “trunk show” when you’re ready for some testing. This is a short period of time where you can come in and sell your own product in the designated department. You may need to become an approved vendor in the store’s system to sell nationally but the local stores can allow you to come directly into their store if they want ---without getting you into the system. They all make allowances for this activity but just don’t make it commonly known. Do your own local PR to drive consumers into the store that day---plan a special event, be there to monitor the activity and drive customers to your product. Evaluate afterwards. If your local contacts are pleased, they will endorse you to their national offices to approve you for vendor status.

4. Quickly leverage this experience with investors. Document this in your business plan--- your retail contacts, results of your in-store testing, and the advisors/mentors who’ve helped you. This will help you attract funding for a full product launch when you’re ready.

The retail playing field has changed significantly over the past few years and you may want to work with professionals who can navigate these waters when you’re ready for a full launch. In the meantime, I’ve used these strategies successfully to help me get my foot in the door and quickly build credibility with buyers. Always create a win-win with the people you’re working with and they’ll support your efforts. Relationship building and gratitude goes a long way in this area.