How to Pitch a Retail Buyer (and Win the Line Review)

Know when the buyer is deciding

Most retailers review each category on a set schedule, usually once a year. In a category or line review, the buyer decides which items stay, which go and which new items come in. Resets follow months later. Pitch before the review window closes, or you may wait a year for the next chance.

What retail buyers want to see

• Incrementality: new shoppers or trips, not just sales moved from items already on the shelf
• Velocity: expected sales per store per week compared with the category
• Margin that meets their target at the right shelf price
• Proof: sales history, reviews, repeat rate
• Marketing support: retail media, social, demos and promotions
• Supply you can deliver on time and in full

How to structure a retail pitch deck

1. The shopper opportunityWhat's changing in the category and who you serve.
2. Your productWhat makes it different, in one slide.
3. Why it fits their setThe gap it fills and who it won't cannibalize.
4. ProofSales, growth, ratings and any other retailers.
5. Pricing and marginSuggested retail, cost and their margin.
6. Supply and setupItems, pack, pallet and capacity.
7. Launch and marketing planHow you'll drive shoppers to the shelf.
8. The askA specific, measurable test.

Make the ask small and specific

"Put us in all stores" is hard to approve. "Test 4 items in 250 stores for 12 weeks, and measure success at $12 per store per week" is easy to approve and easy to grow.

After the meeting

• Send the sell sheet and deck the same day
• Answer every open question quickly and in writing
• Confirm next steps and dates
• If it's a no, ask what would change it, and when the next review is

Retailer guides

Questions