How to Launch a Brand into Retail: 10 Step Guide

Whether you’re a Direct to Consumer (DTC) brand wanting to move into supermarkets, or a start-up brand wondering what it takes to launch into the major multiples, it’s important to make sure you’re fully prepared for the world of retail.

Here are 10 steps to consider before taking the leap of launching a brand in retail:   

1. Define your brand:

Clearly articulate your brand's mission, vision, values, and unique selling proposition (USP). Understand your target audience, market positioning, and competitive landscape.

2. Develop a strong brand identity:

Create a compelling brand name, logo, and visual identity that resonate with your target audience and effectively communicate your brand's essence.

3. Packaging and Labelling:

Design attractive and informative packaging that reflects your brand's identity and differentiates your products on store shelves. Remember to consider how it will fit on the shelf, unlike online selling there’s limited space in store. Ensure that you have barcodes set up in line with GS1 and your target retailer’s requirements.

4. Supply chain and logistics:

Establish a reliable supply chain and ensure you can consistently meet retailer demands. Determine your manufacturing or sourcing processes, inventory management, and shipping logistics. Maintain clear communication with your suppliers and develop contingency plans to mitigate any potential disruptions.

5. Build a sales strategy:

Determine your distribution channels and sales strategy. Retail options may include selling through independent stores, department stores, speciality stores, or Grocery retailers. Consider factors such as target market accessibility, competition, and brand fit when selecting retail partners.

6. Create a Pricing and Promotions strategy:

Now that you have chosen your distribution channels, consider your pricing and how this compares to the rest of the market. Remember to take into account your costs including production and raw materials whilst also considering the retailer's target profit margins. 

7. Sales Pitch and Marketing Collateral:

Prepare a compelling sales pitch and create marketing materials that highlight the unique selling points of your product. This could include product samples, brochures, product displays, and promotional materials.

8. Meeting with Buyers:

Approach potential retail partners through the Buyers to pitch your brand and product line. Research their buying processes to understand their needs and objectives. 

9. Negotiation:

If your Buyers are interested, be prepared for negotiations and understand the trade-offs involved in pricing decisions. Make sure you are evaluating the impact of what price you sell to the retailer.

10. Retail launch and marketing campaign:

Plan a retail launch event or promotional campaign to generate buzz around your brand. Leverage various marketing channels such as social media, influencers, public relations, and advertising to create awareness and drive traffic to retail locations or online platforms.

Conclusion:

Remember, launching a brand into retail requires careful planning, strong execution, and ongoing effort. It's essential to create a positive brand experience for customers and maintain strong relationships with your retail partners to achieve long-term success.