Discover everything you need to know to connect with retail buyers and build relationships with these key decision-makers
One of the key benefits of working with a brokerage like Applauder is the strong relationships we have with retail buyers across the pharmacy, independent grocery and health foods channels. But what do retail buyers do, and why are they so important? Here, we help you understand how to appeal to these key decision makers.
What do retail buyers do?
Retail buyers – sometimes known as category managers – are the key decision makers who decide whether to range your products in their retail network. Their job is to choose brands which will appeal to consumers while also delivering a strong margin to their corporate or franchise network.
This means retail buyers will often have specific, key criteria mind when conducting product or category reviews. In other words, they know exactly what they’re looking for.
How to appeal to retail buyers
First, it’s important to understand retail buyers are not one-size-fits-all. They will each have their own set of criteria based on their networks size, consumer demographic, and market positioning. In addition to factors like financials and margin, they also weight consumer trends, available space on shelf, and the overall category mix of brands on shelf. They’ll also want to understand what field support you’ll offer stores, such as sales rep cycles and visual merchandising support to support in-store executions. Key Takeaways
Connecting with a retail buyer is just the first step; understand what they want and need from supplier partners is critical to securing distribution and growing your brand.
Applauder has an extensive network of contacts and strong relationships with key retail buyers across the pharmacy and independent grocery channels. Many of team are former retail buyers themselves, meaning we have a first-hand understanding of exactly what buyers are looking for, and the different criteria of each major retailer.
We support our clients by helping them present the right strategies to the right buyers. We offer services across market analysis, retailer presentations & pitches, trading term negations, category reviews, and more.
Are you ready to grow your business to new heights? Contact us today to see how we can support you.