Preparing to Sell to Big Box and Large Retail Pt.1

Planogram and Packaging

Planogram is a term which basically describes or maps out in a drawing how the store should set up the merchandise in the positions. Knowing where your product could sit has a large impact on packaging materials, color choice or even pack count.

You've assumed that your product would sit nicely on the shelves maybe stacked 4 high like the competition or similar product line does. Consider presenting in a different position or packaging style for better shopper awareness. The buyer probably has unlimited different items that would easily stack neatly on the same shelves and isn't looking to replace the ones they have, or add any new ones. Try designing your package to be hung instead on the pegs, or a disposable multi-clip strip. If you think your product has that much potential, even have a designer mockup an end cap dispenser or display. Usually these are save for big movers.

Is your product packaging versatile enough to be repositioned? Almost every aisle in a large store has product that has been repositioned from its target, and now has less appeal for many reasons. Pretend your a consumer trying to purchase your product. Envision the package in the different positions. Do the graphics do a good job presenting still? Can you understand fully what the product is? If an associate stacks them up on the bottom shelf, are they still accessible? Does it need a handle or grab point now? Have the designer illustrate the package change or display for multiple positions. This foresight will give you a great leveraging point when you are meeting with the buyer. This shows versatility which always makes their job easier, and that's a win - win.

Finally, pack count. Many industries or even retailers have standard pack counts. This determines how the store will recieve your product and how many in a pack? Don't try to reinvent the wheel, just ask. Most associates or even a Department Manager would gladly tell you how they recieve the goods. Are they boxed? How many boxes on a pallet? Does the shipping box need a barcode? Do these ship direct from supplier or do they come through warehouse distribution? What's your minimum order typically and how long is the lead time? Don't be afraid to tell them the truth before even asking these. Tell them you are hoping to get a meeting with the buyer and are just preparing. Everyone roots for the underdog, so they typically jump right in if they aren't too busy. Buyers would rather you waste an associates time before the meeting then waste their time during your meet.
Review:


- spend alot of time walking and visualizing in the stores
- ask as many questions as a store associate will put up with, you can always go to another store and ask some more
- be versatile in your product packaging choice.
- the more versatile, the more chance of a listing
- analyze your competitions position and packaging, how can your's stand out from the rest

Questions to ask yourself during a store visit

- where do you think your product would sit in the planogram?
- what similar products are there now.
- how are they packaged? Do they hang, sit, stack etc?
- if your product was positioned similarily, how would the package present to the consumer?
- is there a predominant existing color or packaging style? How could yours stand out from the crowd
- look for a distributors name, or even ask someone in the department who is the supplier? Sometimes there is a better chance to ride along with someones elses program even if it means giving up a few points
- what other items might a shopper buy along with yours.

Useful links
http://en.wikipedia.org/wiki/Planogram (definition)
http://www.rbird.com (brand and packaging consultants, offers alot of tips and insight)

Let me know if this has helped you at all. This is part of a larger series I will be doing on Selling to Big Box stores. Feel free to ask any questions.

J

Busted Bakery

People that make me feel guilty tick me off.

I drive past this little bakery in a small depressed town most days to work. Some nice couple (to be determined) rented out the previously shut down bakery store front and thought they would make a go of it. They kept the duck wallpaper border, same paint, same clock, same curtains. Oh but they have a new name and brand identity. "Grandma's Bakery"

Mmm...I can almost smell the goodness and love Grandma is putting in the cookies while I write this. Only problem is, there is no Grandma. Everyday I drive by and some old dude is sitting out front of the window on the street in his apron with a smoke dangling from his mouth. I try not to make eye contact, but last week I felt the impulse to look over and he saw me. Now I really feel obliged to wander in and taste the wares. Guilt dammit.....passed on from my mother's side I'm sure as a family curse.

I think the guilt stems from not confronting them when they were first hanging that new paper banner of a sign, Coming Soon...baking like Grandma's. I knew then what was in store for me. I could have saved us both alot of anguish and embarassment earlier on.

I was venting to someone at the office at how ridiculous it was to try a new bakery, where the old failed bakery was...and not even change the decor. I can imagine the conversation with the leasing agent.
Ooo...look Marge....its perfect as is, we dont even have to paint. Look at the money we saved.

AAAaaaa....

My co-worker thought it was a cute bakery. I tried to convince her that this is a case of The City Mouse and the Country Mouse. People that live in large cities go for country drives and appreciate the quaintness of a small town bakery. People that live in little towns angst for the sophistication of city life.

I bet there would be a case here for opening an upbeat Coffee House and Custom Bean Roasting. The area is full of Dutch and Belgians, who I know would appreciate a nice coffee blend far more then a cinnammon roll like Grandma used to bake.

Maybe I will just wait for this bakery to go out of business to build this coffee shop. After all, I could move right in there and not even have to paint.

J

The Sky is Falling

Well seeing as how this is my first blog post, I'm actually impressed that I overcame my ADD and set this up. I've been talking for a few years about doing something online, to rant...sermonize or just vent my frustrations about bad business and lousy sales persons. Seeing as how the big "R" is clouding the markets and generally just being a pain in the ass, I figure now is as good a time as ever to "put pen to paper" and share my ideas and experiences in sales and marketing.

My 20 years of hybrid training in both the graphic field and as a sales catalyst for B2B and BigBox retail supply should prove for some interesting topics. Over the next couple weeks I plan on having a custom site as well my own domain to simplify things and prepare for the monstrous growth I plan for this site.

I have been working in my off time focusing on driving sales improvements for companies that have the guts to do what it is going to take to come out on the other side of this economy's wake with a stronger position. I'm looking around for some associates who are talented designers in varying medium, as well as some programmers...at least HTML handy. I hope to be pitching an overhaul for a couple companies that I have been introduced to recently. Talk about hitting the ground running. Hoping to learn from others too who can contribute their thoughts here.

Some topics I plan on writing about upcoming...
- guerrilla market research tactics
- bullshitting your way in the door
- selling it first, then figure out how your going to make it (got some wild stories about this one)
- contrarian marketing (or how to throw your marketing books out the window)
- when to play safe and when to run into traffic
- the many businesses I started when I was young, brave and foolish
- exporting to the US for Canadian Manufacturers
- how to get your product into a big box chains and large retailers

Hopefully I can contribute some links to resources that I have found very useful over the years. Let me know if they help you too.

I realize this looks a bit eclectic, but hey...it's my blog and I can do what I dam well pleased.

Wish me luck...
J

PS: Pardon any bad grammar or spelling, my proof reader is probably picking at leftover turkey from our Canadian Thanksgiving.