How to Get Your Brand on the Shelves at Major Supermarkets

Landing a spot in any supermarket chain like Coles or Woolworths is the ‘Holy Grail’ for a growing FMCG brand. However, you need to know what it takes to be considered, and to be extremely well organised if you are.

Getting onto the shelves takes planning, preparation and a clear strategy. Your next challenge is to stay there. Here’s an intro to what’s really required if you want presence on the shelves of a major supermarket.

In short: 

• Getting ranged takes more than a good product. You need a clear pitch that covers who’ll buy it, what makes it different, why it deserves a place in the category, and how it benefits the retailer.
• You’re selling twice. First to the supermarket buyer, then to the shopper, so you’ll need product specs, compliance, marketing plans, growth forecasts and past performance ready to go.
• Retailers set the rules and the timelines. Category reviews run on fixed calendars, and you’ll need to meet strict requirements on packaging, quality, supply and logistics while managing cash flow and costs.
• Staying on the shelf is the real challenge. You’ll need ongoing account and field management, promotional strategy, risk planning, and a good working relationship with your point of contact.
• Experienced support improves your chances. Saleslink Group has worked with brands since 1997, with former buyers and store managers on the team, who can handle strategy, account management and merchandising for brands without a national field team.

How to get on the shelves at Woolies and Coles

1. Give all buyers a reason to say yes

Shelf space is tight and competition is fierce. Every new product has to earn its spot against what’s already being stocked and sold.

Your pitch needs to start by nailing the basics: 

• Who is actually going to buy your product? 
• What makes it different? 
• Does your brand align with the values of your target buyers?
• How is your product marketed now and how will it be promoted in the future?
• Why does it deserve a place in the category?
• Can you prove compliance with relevant regulations?
• How will your presence benefit the supermarket you want to supply to?

You’re selling twice, first to the procurement team and also to the shopper. Be ready to share basic details like the size, weight and shelf-life of your product, plus other details like your company’s growth forecast and past performance. 

There’s a lot to prepare, and having professional advice is essential. 

2. Be ready to play by the retailer’s rules (and timelines)

Category reviews run on set calendars. Your dream launch date might not line up with the retailer’s review window, so timing becomes part of the puzzle.

Then there’s the detail. Retailers have strict requirements around product information, packaging, quality and supply, and sorting all that takes time and effort.

You’ll need to prove how you’ll manage logistics, and be open to negotiating the terms of your deal. Internally, there will also be the challenge of managing cash flow as you accept massive orders from retailers with a national presence. Costs to factor in will include production, freight, warehousing, promotional commitments and staffing.

3. Think long term

Getting onto the shelf is only part of the journey. 

Once you’re underway, you'll need account and field management, plus an ongoing strategy for promotions and in-store displays. There’s also risk mitigation to think about. For example, what will you do if there’s a stock shortage or product recall, or if the supermarket fails to meet the terms of your agreement?  

Relationships matter as well. Your supermarket point of contact is likely to be busy and under a huge amount of pressure. It’s important to be a supplier they love and have very few problems with.  

The more stores you’re in, the more problems will arise. If you’re in a rapid growth phase, it will help significantly to have a point of contact who has encountered and solved these issues many times over.

4. Don’t tackle the journey alone

You may only have one chance to get in front of a supermarket buyer, so it makes sense to partner with someone who has had industry-specific experience. 

Saleslink Group has been working with brands since 1997. Our team includes former head office buyers and store managers, so we know how decisions get made in buying offices and what it really takes inside a store.

We put that know-how into brand strategy, account management and in-store merchandising. Every program is built around your brand, with reporting that shows you what’s happening and where to step in.

If you’re a Sales Director chasing distribution targets without a national field team, or the time to prepare the extensive information that a national retailer expects, we can help.