How to Land Your Product on Retail Shelves: A Step-by-Step Guide for Emerging Brands | Jon Allen

You’ve got a killer product. Maybe it’s the best small-batch hot sauce anyone’s ever tasted, or a protein bar that actually tastes good. Friends and family love it, and sales are humming along online. Now, you’re ready for the big leagues—getting it into a major retailer.

Easier said than done, right?

Every year, thousands of brands pitch to retailers, and only a fraction make it onto shelves. According to a National Retail Federation report, less than 10% of new CPG products secure national retail placement. Why? Because getting a product into a retailer isn’t just about having something great—it’s about proving that your product will sell.

Step 1: Know Your Target Retailer Inside and Out

Retailers don’t just stock products—they curate an experience for their shoppers. What works at Whole Foods won’t necessarily fly at Walmart. Before you even think about a pitch, do your homework.

Who is their customer? A dollar store shopper and a high-end grocery customer have wildly different needs.
What’s the store layout? If your product requires refrigeration but your target retailer lacks cold storage in your category, that’s a problem.
What do they already carry? If they already stock six brands of granola that look just like yours, you need a compelling differentiation.

Step 2: Prove Demand Before You Pitch

Retailers aren’t interested in products that might sell. They want evidence.

Strong eCommerce sales? Great—retail buyers love to see a proven track record.
Local or regional success? Even better—some retailers test local brands in a few stores before scaling.
Strong social media engagement? Retailers take notice of brands with loyal fans.

Step 3: Master Your Pricing and Margins

A common rookie mistake: setting a price that works for direct-to-consumer but doesn’t translate to retail.

Let’s say your cost per unit is $2, and you sell it online for $5. Sounds good? Not quite. When a retailer takes its 40-50% margin, you might barely break even. If you don’t have the margins to support a retail price and still make money, you’re setting yourself up for failure.

Step 4: Nail the Pitch (and Make It Easy for Buyers to Say Yes)

Buyers are busy. They’re bombarded with pitches all day long. Your job? Make their decision easy.

Have a retail-ready presentation with clear, compelling data.
Show how your product fills a gap in their lineup.
Provide real-world proof—case studies, sales numbers, customer testimonials.

Retailers aren’t looking for just another product. They’re looking for products that sell themselves. Make it impossible for them to say no.

Final Thoughts

Getting onto retail shelves isn’t a matter of luck. It’s about strategy, preparation, and persistence. And even once you land the deal? The real work begins—managing inventory, marketing, and keeping your product moving.

Woodridge Retail Group helps brands navigate the retail maze. If you’re serious about getting on shelves and staying there, we’re here to help.