Mastering FMCG Range Reviews: Elevate Your Brand and Secure Retail Success in 2024

In the ever-evolving FMCG (Fast Moving Consumer Goods) industry, securing prime shelf space at retail partners is key. A range review in FMCG is the process where retailers evaluate which products to stock in their stores within a specific category. They assess performance, identify gaps, and decide which products to retain, remove, or introduce based on factors like demand, market trends and profitability.

Range reviews aim to optimise product assortment in-store to boost sales and meet customer needs. They are a vital opportunity to showcase your brand and convince retailers to stock your products. But navigating range reviews can be complex and feel daunting. Worry not! This guide will equip you with the knowledge and strategies to master your next range review and unlock retail success in 2024. 

Understand the Retail Landscape:

As a brand manager, it's essential to delve deeper than just product features. Stepping into the shoes of your retail partner helps you understand their priorities. Consider these factors:

• Category dynamics: Analyse the performance of your category within the store. Identify top-selling products, emerging trends, and potential gaps in the assortment.

• Retailer specific requirements: Each retailer has unique criteria for product selection. Familiarise yourself with their specific requirements, ranging from minimum order quantities (MOQ’s) to specific packaging configurations and labelling.

• Building strong relationships: Foster open communication with your retail contacts. Understand their concerns and gather valuable feedback on your existing product range.

Craft a Winning Strategy:

Go beyond a simple product presentation. Highlight your brand's unique selling propositions (USPs) and demonstrate how your range of products aligns with the retailer's needs and consumer expectations. Here's what you need to focus on:

• Data-driven insights: Prepare compelling data showcasing your product's performance. This could include sales figures, consumer reviews, and loyalty program data highlighting brand affinity.

• Innovation and differentiation: Showcase new product developments or highlight unique features that set your brand apart from competitors.

• Collaborative solutions: Propose ideas to enhance the category together. This could involve co-branding initiatives, joint promotional campaigns, or optimised product placement strategies.

Power Up Your Presentation:

A visually appealing and informative presentation holds immense power.

• Engaging visuals: Incorporate high-quality images to enhance the audience's understanding of the customer, product, and shopper experience.

• Clear data visualisations:  Utilise graphs, pie charts, and infographics to succinctly convey findings and simplify complex data.

• Concise messaging: Prioritise key information to effectively cover all necessary points within the allotted meeting time. Addressing questions and discussing next steps will leave a lasting impression on your retail partners.
  

Case Study: Success in Action

Having previously worked as a brand manager; we faced a challenging range review with a major retailer as one of our key products was not preforming well. We countered the threat of delisting by presenting data showing:

• A growing market for natural antiseptic products, backed by industry reports.

• The products unique formulation and superior ingredients, that appealed to health-conscious consumers.

• Positive customer reviews and social media engagement, demonstrating brand loyalty.

By presenting compelling data and aligning our product with the retailer's needs (update to claims on packaging), we secured better shelf positioning, more shelf space which led to an increase in sales.

Remember: Range reviews are not one-off events. Maintain consistent communication with your retail partners, address their concerns promptly, and be open to adjusting your strategies based on ongoing feedback.

By following these insights and tailoring your approach to your specific brand and category, you can confidently approach your next range review and turn it into a stepping stone for retail success in 2024.

Feeling overwhelmed by the process? PIG Marketing Agency has a team of experienced consultants who can help you develop a winning strategy, gather impactful data, and create a compelling presentation for your next range review. Contact us today to learn more and elevate your brand's success in 2024!