What Retail Buyers Really Want – 5 Things Consumer Brands Often Miss
For many emerging consumer brands, getting into retail feels like the next big milestone. But once you're in the room with a buyer, or trying to get there, it quickly becomes clear: Great branding and a few D2C wins aren’t enough.
Retail buyers are busy, commercial, and under pressure to deliver volume, margin, and category performance. They’re not just looking for nice packaging or founder passion. They're asking: Can this brand perform? Can it move product? Can I trust them to deliver?
Here are five things retail buyers actually care about and what many early stage brands forget to show:
1. A Clear Product & Price Fit
Buyers want to know exactly what your product is, where it fits on shelf, and how it compares in price. If they can’t quickly understand how your range ladders into their current planogram or pricing tiers, they won’t take the next step.
Are your pack sizes and formats right for the channel?
Is your RRP competitive without undercutting margins?
Does your range solve a gap or offer a step change in value, quality, or volume?
Many brands overcomplicate their range or bring D2C price points that simply don’t work in retail.
2. Evidence of Consumer Demand
You don’t need to be viral. But you do need proof that people want what you’re selling. Buyers are much very likely to take a chance on a brand that can show real D2C performance:
Repeat purchase frequency , Reviews and sentiment , Social engagement from real buyers , ROAS on performance marketing
Think of this as the early traction that derisks you in the buyer’s eyes.
3. Operational Confidence
This one is simple : Can you deliver?
Buyers need to know your supply chain is retail ready. That means:
Can you hit a launch date?
Can you deliver to their DCs on time and in full and just the way they want it?
Do you understand barcoding, labelling, shelf-life (if perishable), and case sizes (Inners and Outers) ?
Buyers get nervous when brands overpromise or can’t answer logistics questions clearly. Show them you're not just creative, you're reliable.
4. A Sharp Sell-In Story
Your deck and pitch need to speak their language. Less about brand mission, more about category impact.
What are you replacing or complementing in their current range /category?
Why will your brand move volume?
What will your brand do to category margin mix and average unit value?
What marketing support are you offering? (sampling, activation, social, discounting)
Don’t just pitch your brand. Show them how you're going to help them win.
5. Simplicity & Speed
Buyers have little time. If your emails are unclear, your ask is vague, or your deck is confusing, you’ll lose their attention.
Make it easy for them to say yes: Simple 5-10 slide deck , Clear call to action (listing ask, categories, launch timing), Fast responses
Being organised, commercial, low maintenance and responsive beats charisma every time.
Want to be retail ready?
We work with early stage consumer brands to prepare for retail expansion with strategy, proof points, and tailored buyer ready decks.
If you’d like a second opinion on your current setup, book a free Growth Healthcheck. We’ll help you spot gaps and sharpen your approach.