Elements of a great retail pitch deck
The retail pitch deck is your tool to share your brand story and product offer with retailers. Put yourself in the retailer’s shoes with these six pitch deck essentials.
What’s the story for the category?
The story you need to share with retail buyers is bigger than the origin story of your brand or the uniqueness of your product/s. You need help retailers understand how by ranging your brand, it will help them grow a category – not just move your products. The best retail pitch decks articulate the consumer insights/needs, where their brand/product fits in the category, and only then how their brand/product plays a role. It’s also important to remember your brand and your products are two completely separate, but related entities – each presumably with their owner superpowers so how you articulate them is different.
How are you bringing your story to life?
Once on shelf, your job is to raise brand awareness and help drive consumers in store. Retailers want to know you have a passionate team behind the brand and how you bring that story to life. Think events, social media, campaigns, in-store support and activations and articulate this in at least one slide.
What is your strategy for the brand by channel?
Retail competition is fierce with players of all sizes working hard on their point of difference in both their product ranging and how they share their story. They want something unique that their competitors don’t have. If you have a single product range that you’re pimping around to everyone under the sun, you’ll be less attractive as a partner than someone who has thought through how to segment their offering by channel. Ideally, you’ll have a segmented offering that is sustainable for all channels you hope to enter either by type of product, size, or a completely different brand. Done well and this approach not only supports your retailers, but allows you to reach different consumer segments.
How will you support the store?
Trade marketing and retailer education is critical. Think point of sale, sampling, catalogues, price promotions.
How will you manage the account?
Retailers need to know you can deliver on fill rates, turn around times and manage the relationship with them effectively, efficiently with strong supply chain management. Do you have a distributor to get your goods to the retailer? If you’re a smaller or emerging company, think about how you’re going to back the brand up with strong operational support – think warehousing, procurement, systems, processes and a key person to hold this role.
Your pitch deck should include all of the basic information required to make a decision – pricing, promotional plan, product information (key selling points, hero ingredients, health claims, country of origin). In some instances you’ll be asked for turn rates by channel. Larger format retailers may also want inner and outer packaging dimensions.