Posted by Asako Tsumagari on 26 Sep 2007,
(34) Comments — Sales & Distribution
Whenever I watch The Big Idea with Donny Deutsch on CNBC, I can’t help but notice that virtually all entrepreneurs whom Donny Deutsch interviews end up talking about how they struggled but ultimately managed to get their new product into the mass retail channel.
Getting into the mass retail channel gives your product and brand prime-time visibility to the consumer, and hence the potential for your small business to become big business.
However, getting the mass retailer to notice, accept, and keep your product can present a real challenge to small business owners. Often you send your products and presentations to retailer only to never hear so much as a reply. Other times, the retailer may respond, meet with you, and even decide to stock your product. Even so, however, your joy of success may last only few months, as the retailer later decides to de-list your product.
In a series of six articles over the next few weeks, I would like to cover the basics of getting products from your small business into mass retailers, and staying there.
The Tips
Tip 1: Know the Mass Retail Channel
Tip 2: Know Your Key Performance Indicators to Get Into Mass Retailers
Tip 3: Create Momentum Before Knocking on the Retailer’s Door
Tip 4: How to Approach the Mass Retailer Buyer—Be Ready & Quick
Tip 5: Product Packaging Tips for Success in the Mass Retailer Channel
Tip 6: End-to-end launch planning is the last challenge to get your product into mass retailers
See more practical business tips.




Comments for "Six Tips for Getting Your Product into the Mass Retail Channel"
27 Sep 2007 at 11:32 AM
Asako I’m looking forward to this series of posts. I’ve often wondered how people do this - especially those who manage to get their products on qvc.
28 Sep 2007 at 03:47 PM
Thank you, Catherine.
Getting into the Mass Retail channel will double, triple and quadruple your business. Even your business is services business, you may become a recommended service contractor of, for example, home remodeling channels.
I was originally not planning to write on QVC, but please let me follow up on that later.
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29 Jul 2009 at 02:41 PM
Basically I’m doing a project on the video game industry, at the moment the retail channels they are sold through. I don’t necessarily need the market share for individual companies (although that would be okay) but for different retail categories such as department stores such as Myers, audio-visual stores such as JB HiFi, games specialist stores such as EB Games, discount stores such as Kmart and Big W etc. Oh and maybe an estimate on what percentage is downloaded off the internet.
05 Dec 2009 at 12:26 AM
Even your business is services business, you may become a recommended service contractor of, for example, home remodeling channels.
28 Dec 2009 at 12:26 AM
Getting into the Mass Retail channel will double, triple and quadruple your business. Even your business is services business, you may become a recommended service contractor.
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30 Dec 2009 at 12:45 PM
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30 Dec 2009 at 04:41 PM
The six tips sounds very important to me ,never thought about some of them , thx for sharing these cool pointers.
30 Dec 2009 at 07:43 PM
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30 Dec 2009 at 07:45 PM
Tips are very helpful in guiding us what to do for obtaining the Mass retail channel. Convertible car seat
01 Jan 2010 at 11:29 PM
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07 Jan 2010 at 03:41 AM
I don’t necessarily need the market share for individual companies (although that would be okay) but for different retail categories such as department stores such as Myers, audio-visual stores, pls help me with that.
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16 Jan 2010 at 08:25 AM
Useful tips for marketing,thanks for sharing!
18 Jan 2010 at 09:37 PM
I have provided three important tips for retail products
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22 Jan 2010 at 10:47 PM
The six tips sounds very important to me ,never thought about some of them , thx for sharing these cool pointers. Even your business is services business, you may become a recommended service contractor of, for example, home remodeling channels.
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Why have the Democrats changed their minds about helping big business? It seems like during election season the Democrats are always whining about tax breaks for big business.
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The retailer may respond, meet with you, and even decide to stock your product. Even so, however, your joy of success may last only few months, as the retailer later decides to de-list your product. Los Angeles DUI Lawyer
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