Merchandising for most small companies is done after the retail buyer attention authorizes the brand’s distribution, when instead it should be part of your sell-in strategy and marketing plan/budget.
Chains that you think have a great deal of floor space like Albertson’s, Kroger, Wal-Mart, Costco, HEB, Jewel-Osco and Publix, already have floor plans and schematics that are bursting at the seams for the larger, mega-brand suppliers.
Brand owners who present new products or concepts to the likes of Kroger and Wal-Mart, need to consider in your sales presentation low cost merchandisers as part of the brand marketing plan. These merchandisers create incremental space and for the chain store buyer.
Here are a few methods of how to present your space plan and profit footprint to the retail chain buyer:
1.) Target a failing competitive brand—sometimes the best method to finding your brand’s competitive space is to eliminate a competitor. If you research IRI or Nielsen Scantrack data, many times you can have a brand that is over-spaced for the number of retail turns it is experiencing. You can point this out to a chain buyer and they can research their own internal data and target this brand for a SKU reduction during the spring or fall reset process.
2.) Target a particular space on the floor—by walking the store, you may be able to locate a spot or space that is already available in the beer, wine and spirits department. It may require shifting a competitive display or turning some packaging sideways to make room, but it may be the best place for your brand to maximize its competitive footprint.
3.) Target a space out of department—sometimes stores will allow you to display and merchandise out of department.