Firms must convince buyers that by stocking their product the retail store will stand out and experience a boom in sales, Sainsbury’s milk buyer James Curtis told Enterprise Nation’s Food Exchange conference on April 30.
“When looking for new products I ask myself several key questions,” he said.
“Will it increase my overall sales in that category, or will it just potentially take over the sales of something else? If it is the latter, is it really necessary?”
Curtis would also want a new product to increase profit, disrupt the market, give Sainsbury a point of difference and be valued by customers.
Stand out from competition
The branding of the product should make it obvious what it was and help it stand out from the competition, he added.
Arla’s Cravendale filtered milk was one product that Curtis felt wasn’t communicating its benefits to consumers, he claimed.
Firms must also reflect who the client base of the product was likely to be, he added.
“Firstly, is that customer going to be new to Sainsbury or new to the category?,” Curtis said he would ask himself.
How to get listed
- Call switchboard and ask to speak to relevant buyer
- Or become a supplier online
- Be brief during initial call
- Send samples and one-page on why the retailer should list your product
- Face-to-face interview (30 minutes)
- Range review
“If it was a new customer, we are likely to take the product on.”
However, if a product was only likely to appeal to Sainsbury’s current client base it could still become listed, he added.
Firms should also reflect on whether or not the product appealed to a particular occasion or trend.
“Also, I want to know what the long-term plan is for the business,” Curtis said. “You’ve got a product that seems good, but sometimes people list a product and become complacent.
Drive sales
“You have to make sure you can continue to drive sales, so I need to know what you’re thinking about doing with PR … and with adverts you should always tag Sainsbury so people know where to buy it.”
He also encouraged businesses to sample their products in store and carry out promotions to attract initial sales.
Finally, entrepreneurs should tell their personal story behind the brand to show how the business was financed.
Adam Sopher, co-founder of gourmet popcorn firm Joe & Seph’s, said entrepreneurs should take a personal approach when contacting buyers.
“It should be you as founders of the business that makes that call and sends that first email,” he said.
“There are a number of food businesses that raise money and hire a sales director or PR firm to sell the brand. But actually the buyer wants to speak to you – you’ll have more passion in your eyes.”
It’s the blood, sweat and tears you’ve put into your product that will convince them to give you a listing.”
Joe & Seph’s secured its first listing after only four months of producing popcorn in Selfridges.