5 Tips to Keep Your Small Business Product in Big-Box Stores

Landing a retail contract with a big-box store is a win, but the real work starts now. To keep your product on shelves, here are some key tips:

Proactive Contract Management

Too often, suppliers get their products into stores only to find out the products don’t really fit the store’s customer demographic, which can be disappointing and expensive for the retailer and supplier alike. 

Some retailers may have different initiatives, such as minority-owned, women-owned, or “made in the USA” programs. Researching the retailer and what the company’s business values are may help you find ways to introduce your product through such programs, and may lead to longer lasting contracts, and even better placement in stores. 

It is not the retailer’s job to sell your products

Some suppliers believe it’s the store’s job to sell their product once they’ve gotten it on shelves. This may be the case if you work with specialty boutiques, but that’s not necessarily how it works when it comes to big-box stores. 

Suppliers aren’t just responsible for getting their products onto the shelves; they’re responsible for the performance of those products as well, so it can be important to have a marketing plan developed ahead of time.

Create your packaging to be clear and self-explanatory, and in sync with your selling strategy. Some stores may not have vendor training available and might not be equipped to inform customers about your product, so do as much as you can to sell your product on your own.

Monitor Business Credit Scores and Ratings

Having a healthy business credit file can be important when dealing with many retailers. Most representatives that approve contracts will want to make sure they’re helping set the store up with credible suppliers. You should be able to show them that you have what it takes to succeed. 

Some representatives may specifically look for a D&B^® Supplier Evaluation Risk rating of 6 or lower to do business with a company, and some continue to monitor their suppliers’ scores during the life of the contract. Make sure your business credit scores and ratings reflect your company’s credibility by monitoring and working to impact your business credit scores and ratings.

Small Innovations

Many retailers are starting to look at different sales formats (such as home delivery), to try to get an edge in the industry. Find out what progressive initiatives your retailer may want to take in the future and come up with ways your products can adapt to those changes. 

Making sure your product’s packaging is safe for delivery, for example, can help your retailer transition smoothly and may go a long way when it is looking to re-sign contracts.

Consider your Business Partnerships Real Relationships

If you want to go above and beyond your professional relationship, and possibly help increase your chances of keeping your contract, try treating your retailer/supplier as a partner.

• Don’t just communicate with your buyers via email; give them a personal phone call.
• Find out who the person you’re dealing with is and try to form a personal relationship with them.
• Take a trip to meet with the buyers or invite them to visit your facility.
• Do small but kind things such as sending a card on birthdays or for the holidays.

Let them know that your company cares — you may be surprised at how much trying in that regard may affect your business relationship.

Also, consider partnering with your retailers on a variety of marketing, social media, and PR initiatives to show your support. It could go a long way for your business if you try to show your retailers that you’re not just a supplier — you’re an important part of their business. Consider this: An initial order can be just the first step toward a long-term, successful relationship.

Keeping your contract with big-box vendors is constant work. If you put in the effort and push for success, your chances of keeping your contract and creating a mutually beneficial relationship may increase significantly.