How to get your product into CVS
A national pharmacy chain with large health, beauty, wellness and convenience food sections.
What CVS buyers prioritize
- Health and wellness relevance
- Claims compliance
- Front-of-store impulse potential
- Planogram fit
How to prepare your CVS pitch
Check fit
Confirm your price tier, pack size and shopper match CVS's format and the category's current set.
Close the gaps
Get velocity data, margin after trade, item setup and compliance documents in order before the meeting.
Pitch to their checklist
Bring a CVS-specific sell sheet, category story, pricing model and funded launch plan.
Questions
How do I get my product into CVS?
Start by confirming your product fits CVS's shopper and format, then prepare the data and materials its buyers expect: health and wellness relevance, claims compliance, front-of-store impulse potential, and planogram fit. Time your pitch ahead of the category review and bring a retailer-specific sell sheet and pricing model.
Do I need a broker to sell to CVS?
Not necessarily. Many brands pitch CVS directly, while others use a broker for relationships and account management. Vice CPG prepares your pitch either way.
What do CVS buyers look for?
CVS buyers prioritize health and wellness relevance, claims compliance, front-of-store impulse potential, and planogram fit.
Guides for pitching CVS
How to Pitch a Retail Buyer (and Win the Line Review)
How to pitch a retail buyer: when category and line reviews happen, what buyers want to see, how to structure a retail pitch deck, and how to follow up.
How to Make a Sell Sheet Retail Buyers Actually Read
What a sell sheet is, what to put on it, the layout buyers expect, and a real example. Plus a free sell sheet template for CPG brands.
Wholesale Pricing and Retail Margin: How to Price a CPG Product
How to set wholesale and retail prices for a CPG product: keystone pricing, margin vs markup, what retailers and distributors expect, and a worked price waterfall.