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How to bring your own product to the supermarket
Katharina Rösner
Retailers and supermarkets select products and articles based on whether they can be sold and how much turnover Do them with it. Since the competitive pressure is very high in food retailing, you have to prevail against the competition if you want to be listed by the market. The listing brings a few expenses with yourself. And if your product doesn't sell, it can also disappear from the product list.
The costs include, for example, the Shelf rental. Supermarkets are divided into different zones and rent varies depending on shelf space. The best shelf spaces are also the most expensive, such as the popular places on the checkout. The more expensive products are usually on Augenhöhe of customers in order to sell as much of it as possible. In the Grip zone Are there more expensive articles and trendy products or which consumers Buy from Impuls. The cheaper ones are at the bottom of the shelf. Even if a market sells a lot of them, it makes little revenue from them. As a rule, you also aim for your products to be more on the Hauptweg Lie as in a Nebengang.
In addition to renting shelves, you always have to use the fee for the listing calculate. To even the store your To be able to deliver a product, you must be listed there. You pay fees for that. Edeka It has, for example, a national and various regional headquarters. In the national listing To come is on most difficult. If you are listed in a central office, other markets can list you, but only have to if it is a Mandatory or mandatory listing acts. That is the difference between a must and a must. You can also only get listed at individual branches.
With the drugstores like DM and Rossmann Is a central Place for purchasing responsible. If you are listed there, your product will be sold in all stores. This also applies to so-called Director's marketsThat is not like Rewe are self-employed, but like Kaufland or Lidl from a Central office managed become. Edeka has independent markets, but also centrally managed markets.
In Naturkosthandel, i.e. trading with organic products, it works a bit differently. Delivering there wholesalers retailers. If you want to place your product with the retailer, you have to convince the wholesaler and retailer of this. Organic trade is also demanding Retailer loyalty. You are then not allowed to sell your products in food retailers or you will be listed out. For Startups That is not the best option.
The listing also includes challenges in your logistics. You either deliver your products to nationale, the regional headquarters or to a specific market. Delivery to various individual branches may be more of a challenge for you than delivering to a central office. With the national listing, you must ensure that the markets are supplied with your products. Because when a shelf space is empty, the market doesn't earn money from your products. Retailers can go to Delivery failures and delays also with sanctions react that result in losses for you.
Other costs that you will incur include subsidies if the market offers discount campaigns, or the EAN resp GTINthat you need to buy. Die European Article Number or Global Trade Item Number is the number on the bar code. All products in supermarkets require a barcode for scanning and tracing. You can buy them at GS1.
How does your product get into retail stores now? For that, you have three options. Either you generate so much attention for your product yourself that you are asked of your own accord - the so-called pull strategy. Or you reach out to the merchants and branches yourself and make sales talks. That is then the push strategy. Another option is that you choose a regional or national central of your products convincesso that your products come directly from several retailers is sold.
Either way, you have a lot of effort, as the pull strategy involves a lot of effort in advance marketing Operate, or because you the Listing calls prepare You must and possibly run several before it works.
A good way personals toward knotting, is also to get an exhibition space. For example on the Green week or even on the international confectionery fair. Edeka also has a Food starter program, in which food startups can register and present their products. You can also send retailers trial runs so they can test your product.
Before the interviews, you need to consider why your Product attractive is for the market. You have to explain why you developed it in the first place and who developed yours Target group is. You also need attractive packaging. It is often the case that only products with beautiful packaging be added to the product range.
You should also present products in such a way that the retailer is impressed with all senses. Also, don't show him your entire range of products, but choose one or two products. You must ultimately convince him that your product Sales potential has. You usually also tell him directly the order frequency, the order quantity and delivery and payment conditions.
Die Listing fee Can be on 2000-5000 euros amount per product. Behind the fees are the retailer's own costs, which he passes on to the supplier. For a farm, this is relatively much compared to a large corporation. They also try supermarkets, the rates toward reduceso that suppliers get less money for their products. It may then happen that your cost is not fully covered.
The markets also contribute to the low prices sanctions through. They impose Sales stops for specific products. If the food retail sector is a major buyer of a group, it will of course make losses. It therefore also depends on the size of your company whether the costly and difficult negotiations are worthwhile.
If you already sell your product yourself in your own shop or with a delivery service, you are probably already using one ERP softwares. The software fully helps you with stewardship your inventory, your deliveries and invoices as well as when creating delivery routes. It also makes it easy for you to manage your products and your customers.
If you now bring your product to supermarket shelves, you will of course still have the same administrative burden. As a customer, you must supply the markets with your products and ensure replenishment. For billing, you still need the software that creates invoices for you. Such software is available from Xentral, Weclapp or even from FrachtPilot. In our help You'll find more information on how to create invoices, manage your inventory, and plan delivery routes. Find us here to try our software.
Some are coming to you expenses If you want to sell your groceries at the supermarket. You don't collect your sales alone, but the market also earns from your products. You also pay extra for the best place and if the numbers are incorrect, your product will be removed from the listing. Logistics is more complicated when you supply individual markets. However, you also deliver in the regional direct marketing or generally in D2C Business to various locations.
However, the step into food retail is only worthwhile if you have already marketed your product well beforehand and you have Pay fees can. The D2C model is often easier for consumers. On the other hand, you will of course also make a profit if your product works well in the store.
How good that the FrachtPilot There is. Because with FrachtPilot, you can manage your sales for supermarkets as well as for consumers. And that also for every customer and per customer group. But where would we be if there wasn't more. A lot more!
FrachtPilot supports you with all (ERP) processes resp work stepsthat arise at your grocery store. From online store with ordering app (Apple / android), via invoicing and inventory management, Route planning or Parcel delivery up to bookkeeping.
Want to find out more? Just get in touch with us! We would be happy to advise you on how FrachtPilot can move or push your business forward. Of course she is guidance free of charge and without obligation.
In addition, in an equally free and non-binding Test period Put the FrachtPilot through its paces for 30 days!
