Retail Buying Process Guidelines
Each retailer is using his own buying systems and for new suppliers it is often hard to understand.
It is our experience that many modern retailers are quite open and if you call such retailers you will often be told in short instructions how to present yourself and your products to the retailer and who to address. Bear in mind of course that retailers are under constant attack of many manufacturers and they are not easy to motivate for new suppliers. From strategic perspective they often want to reduce the number of suppliers instead of increasing. On the other hand they do not want to miss the opportunity to buy products that can increase their performance or image. Approaching retailers via sending email to the general email address is 100% waste of time. Even if you would have the buyers email and the buyer does not yet know you, the mail will be filtered out before it reaches his desk. Prevent that your companies emails will land on the list of senders of unwanted mails.
It is important to understand the role that your product can play in their assortment, is it because it is unique, it is low cost, it is fast supply due to high manufacturing flexibility or whatever other reason. Use that specific argument immediately in your first contact and try to get a short appointment or clear request for samples. Only send samples when you know the name of the person who will do the first screening, deliver personally or use a logistic tracking code and send that as well to the contact person at the retailer. Call or mail within 2 days after they have received it. Check that products are received properly, ask for a first impression and when a further contact can best be made.
The decision for accepting a new supplier is generally made by other people then the day to day buyers who in return have to accept the assortment guidelines of the category or sector management. This seems to be a blackbox at most retailers and can be different for every product category.
More and more retailers understand how effective it can be to give suppliers clear guidance in the process and also cut of the process immediately when chances are zero. They are using a supplier qualification system that can even begin as an invitation for suppliers at the website of the retailer.
The best example of that can be found at the website www.walmart.com.
In our recent researches we found some more:
www.mango.com (fashion) see the general company info
www.shoprite.com
www.bigc.co.th
www.thewarehouse.com
www.modelocontinente.pt
We are sure there are many more and we keep looking for these "supplier guidelines". Do not hesitate to send us a mail when you found a good one.