Five Tips For Pitching To Retailers
Being a buyer for 12 years at iconic Selfridges means I was pitched to thousands of times. I am here to share my top tips for pitching to buyers. I worked across fashion, menswear, accessories, jewellery and was head of beauty buying.
More customers are switching brands than ever before, as trends are being fast-tracked. McKinsey reported that 75% of consumers have tried different stores, websites or brands during the pandemic and more importantly 60% of consumers said they expect to integrate new brands and retailers moving forward. Because of this, there is more pressure on Buyers to review what is working and what isn’t within their current selection. They’ll be bringing on new brands as a response to the fast-tracking of trends. It’s crucial that those wanting to be stocked by retailers prepare their approach.
Based on my many years heading up buying teams at Selfridges and having been pitched to thousands of times, as well as my experience with helping brands to refine their USPs and make their approach and launch with retailers, here are my suggestions for what you can do to prepare to pitch:
Refine your USP
Be clear on your USP in your approach to Buyers. Now is the time to review and refine it. Trust me, without explaining clearly and succinctly your point of difference, you won’t stand out among the sea of pitches that a retailer is getting every single week.
What makes you different from others on the market? Is it your ingredients, ethical values, brand founder story, ethos, packaging or something interesting about the products themselves? If you’re clear on this, write it down. Then ask yourself: Is there some way that I could further refine it, to make my differences even more obvious?
Here is a free guide to help you on your way, read here
Do your research
Every retailer is different. Getting clear on exactly what you need from a retail partner is a really valuable exercise in the run-up to pitching it.
Plus, look into how they have fared in our current climate through studying trade press. Are you a good fit for them and are they a good fit for you?
Some retailers were in decline pre-Covid-19. The changes, positive and negative, have merely been accelerated. The same is true for successful retailers who were growing pre-Covid-19 – they are going from strength to strength and there are new entrants to retail with a loyal customer base. Who do you want to launch a retailer partnership with?
Launching with the right retailers will fast-track your growth and provide global positioning. It will give you access to an enormous amount of new customers overnight and leveraged the right way, will increase your DTC business.
Utilise trending categories
Some categories and trends have been fast-tracked thanks to Covid-19. Assess how your brand relates to these changes and, when relevant, use this as evidence to why your brand is right for the retailer in your pitch.
Did you see our trend webinar? Keep up to date with what’s happening, as Covid-19 simply pressed “fast forward” on many trends and movement, you can watch here
tailor the pitch to the retailer
When it comes to pitching, always focus on your USP, why you’re right for each retailer you are pitching to.
Put yourself in the shoes of the buyer and use this to tailor each pitch to the specific retailer: This will help you to stand out alongside the brands that they currently stock. Your pitch needs to be really different and exciting, otherwise, it will get overlooked.
Research and preparation are absolute keys to the success of your pitch to a retailer. A buyer can tell from a mile off whether a pitch has been tailored to them. Get clear on who you want to contact, compile their information and then really nail down on why you’re the perfect fit for them.
Prove your sales value
Having been pitched to thousands of times, what is forgotten 9/10 times in a pitch pack is proving your sales value. But how? Think of this as your brag list!
What are you the most proud of in your business and how can you demonstrate these “proof of concepts” in your pitch approach. This something that is often overlooked and where I help brands ensure they are truly demonstrating the value they could bring to the retailer in a succinct and exciting way.