Why It Matters
If you think getting your product on a retailer’s shelf is as simple as having a great product, think again. Shelf space is some of the most valuable real estate in retail, and buyers don’t just hand it out. They scrutinize, analyze, and sometimes agonize over which products make the cut. Understanding what drives these decisions could mean the difference between seeing your brand flourish—or disappear.
What’s at Stake?
Thousands of new CPG products hit the market yearly, but according to NielsenIQ, 80-90% fail within the first year. Why? Because winning a spot on the shelf isn’t just about getting in—it’s about staying in. And if your brand isn’t meeting the retailer’s expectations, your shelf space can be gone before you know it.
Let’s pull back the curtain on how retail buyers think and what you can do to improve your brand’s chances of landing—and keeping—prime shelf space.
How Retail Buyers Allocate Shelf Space
Retail buyers aren’t just thinking about your product; they’re thinking about the entire category. Their job is to maximize sales per square foot, so every inch of shelf space has to prove its worth.
The Key Factors Buyers Consider:
Sales Velocity – How fast is your product selling compared to others in the category? If your product isn’t moving, it’s taking up space that could be used for something more profitable.
Profitability – Margins matter. A product that moves fast but has razor-thin margins might lose out to one with slightly lower velocity but higher profits.
Consumer Demand—Buyers analyze data, but they also listen to their customers. If shoppers consistently ask for your product, that’s a powerful advantage.
Brand Differentiation – Does your product stand out? Buyers want innovation—unique ingredients, eco-friendly packaging, or a compelling brand story.
Marketing & Promotions – Are you investing in your success? Buyers expect brands to drive traffic through in-store promotions, digital marketing, and social media engagement.
Category Strategy – Retailers have a vision for how they want each category to evolve. If your product aligns with a trend they’re focused on—like sustainability or premiumization—you’ve got a better shot.
Supply Chain Reliability – Can you consistently deliver? Out-of-stocks frustrate customers and cost retailers money. A history of supply chain disruptions can get you kicked off the shelf.
How to Improve Your Brand’s Shelf Appeal
If you’re a supplier, knowing what buyers want is just the beginning. Here’s how to make sure your brand doesn’t just get on the shelf but stays there.
1. Prove Your Sales Potential
Data is your best friend. Retail buyers trust numbers, so come prepared with:
Market research showing consumer demand
Velocity reports from existing retailers or e-commerce sales
Competitive analysis proving where your product fits and why it’s better
If you don’t have strong sales data yet, start with small wins—local grocery stores, regional chains, or online marketplaces—before pitching national retailers.
2. Invest in Retail Marketing
Shelf space alone won’t sell your product. You need:
In-store promotions (BOGOs, coupons, demos)
Retail media advertising (Target Roundel, Walmart Connect, Kroger Precision Marketing)
Social media and influencer marketing to drive store traffic
Many suppliers make the mistake of assuming placement equals sales. In reality, brands that don’t invest in marketing often see disappointing results and are cut.
3. Optimize Your Packaging
Retailers know that over 70% of purchase decisions are made in-store. Eye-catching, informative packaging can make or break a sale. Ask yourself:
Does my packaging stand out on the shelf?
Is my branding clear and easy to recognize?
Does my messaging quickly communicate the product’s value?
If your product is struggling, a packaging refresh might be the key to unlocking higher sales.
4. Build Relationships with Retail Buyers
Buyers aren’t just looking for products—they’re looking for reliable partners. The more you can demonstrate that you understand their needs and can support their category goals, the better.
Pro tips:
Do your homework. Know their current product mix and how your item fits in.
Be responsive. If a buyer asks for changes or additional data, provide it quickly.
Follow up with results. If your product gets a test run, track performance and show how you drive sales.
5. Stay on Top of Retail Trends
Retail is constantly evolving. Brands that adapt to emerging trends—like plant-based foods, sustainable packaging, or functional beverages—have a competitive edge.
Use industry reports, trade shows, and retailer-specific insights to stay ahead of the curve. Buyers will pay attention if you can position your product as part of an exciting, fast-growing trend.
Final Thoughts: Winning (and Keeping) Your Space
Retail shelf space is not a one-and-done victory—it’s an ongoing battle. Even if you secure placement, you must prove your worth daily through sales performance, marketing, and reliability.
The brands that thrive in retail are the ones that:
Understand what buyers need
Invest in their success
Stay adaptable to market shifts
If you want to keep your spot on the shelf, don’t just focus on getting in. Focus on staying in.
Need Help Positioning Your Brand for Retail Success?
Woodridge Retail Group specializes in helping brands navigate retail strategy, secure shelf space, and drive sustained growth. Let’s talk about how we can help you make a lasting impact.