Getting product into stores + exposure

[NotSo]

HI Guys

I am exploring options for getting my products exposed to larger audiences. We work in beauty and currently have a website + amazon listings which is a bit meh, I want to get into the big stores but I am not sure if my products will be accepted since they don't have much exposure.
Any advice on product awareness, distribution, and exposure would be appreciated.

 

[MarcusUK21]

HI Guys

I am exploring options for getting my products exposed to larger audiences. We work in beauty and currently have a website + amazon listings which is a bit meh, I want to get into the big stores but I am not sure if my products will be accepted since they don't have much exposure.
Any advice on product awareness, distribution, and exposure would be appreciated.

I’m not an expert but it sounds like you need to reach out to buyers from the large stores I wonder if there is a directory as such?

 

[SillyBill]

Beauty = millions in advertising to get into big stores. They expect you to spend the money to bring the customer to them. That is the reality of shelf space competition in that space. It applies to beauty more so than any other commodity IMO.

 

[WaveJumper]

As above unless you are willing to spend millions on advertising big stores will not be interested. Depending on the type of product you have how about seeking out smaller independent saloons, beauty parlours, nail bars etc etc and getting a foot in the door there, target your own town first and go speak to the owners.

 

[NotSo]

Thanks for the responses.
What kind of advertising is most effective for the beauty space then ?

 

[fisicx]

Thanks for the responses.
What kind of advertising is most effective for the beauty space then ?

TV, lifestyle magazines, influencers. None of which will be cheap.

 

[JustGettingOnWithIt]

I would say trying to get into the big shops will be tricky.

For positive advice, I would say to work on your Amazon presence. If you own the brand, get the A plus content slick. Look at ads. Work on the keywords, improve photos etc. There is always more that can be done to improve sales that just take time and not always much cash.

People on Amazon are ready to buy so all you have to do is get your listings in front of the buyer and convince them to click on the buy button.

 

[mattk]

The big thing at the minute seems to be these subscription boxes. I assume you give a bunch of samples to Birchbox or similar and they get put in front of x number of subscribers.

No idea how effective this is in turning freebies into sales, but my wife often buys full sized items of things she has received in her subscription boxes.

 

[The Byre]

Imagine all your dreams come true and someone like Boots orders ten boxes for each of their 2,300 stores on 120-day sale-or-return. Now do the numbers on that dream-come-true deal! Work out the various break-even points for 3/4, 1/2 and 1/4 sales, including the costs of returns or disposal and add the possible costs for renting shelf space.

As @JustGettingOnWithIt states, build up on Amazon first will be safer and more profitable in the long run.

 

[Mr D]

Autumn Fair is in a couple of weeks, book tickets and visit. Its free.
See what the stallholders do, see how they set out their stuff, see how they deal with customers (retailers).
Then look to emulate them. Doesn't have to be at that fair, indeed if can find local trade shows or specialist trade shows it may well be better.
Reach the retailers before you think of reaching the big retailers.
Currently your demand will be xxx online. So any store is going to be selling what is pretty unknown.
So sell them on why they should replace another product, that isn't selling so well but is selling - with yours. Which no one knows will sell in store if you don't have figures.
Once you do start to get figures you can use that to show how well these products sell in store.

I buy stuff to sell online, including in beauty category. The presentation is about the photo, the description, the captive audience that may be there several seconds before deciding.
In store the presentation is a lot different, can eyeball hundreds of different products in a couple of seconds as a customer. Can your products sell in store?
Be interesting to find out.

However your retail customers may be unhappy with you selling the product on amazon. Or indeed as an online retailer at all.
It will prevent some from buying the product to sell.

 

[JustGettingOnWithIt]

However your retail customers may be unhappy with you selling the product on amazon. Or indeed as an online retailer at all.
It will prevent some from buying the product to sell.

I got to the second meeting with a national retailer in my sector where they declared they wanted exclusivity. The figures they were quoting for expected sales were less than I was selling as an independent and less profit. It didn't go any further than that. It isn't as cash quick as it might seem selling to the bigger boys.

 

[SillyBill]

I got to the second meeting with a national retailer in my sector where they declared they wanted exclusivity. The figures they were quoting for expected sales were less than I was selling as an independent and less profit. It didn't go any further than that. It isn't as cash quick as it might seem selling to the bigger boys.

Yes, and they'd expect financing from you as well in respect of you giving them interest free loans for 90 days (credit). And sometimes return stock to you if it doesn't sell. Really do need decent cash reserves to even be able to afford to do business with a lot of bigger retailers. Take many under no doubt who over-stretch.

 

[JamaC]

You need volume for the big stores. Utilise social media, do not underestimate the power of influencers.

I have seen many examples of businesses who have blown up because of influencers.

As you have a beauty product this is a no brainer, as you will have a large catalogue of influencers to choose from, giving you room to be more strategic with you advertising budget.

 

[fisicx]

@JamaC - influencers now want big bucks to do a promotion. The days of giving them a sample and getting a review in return have long gone.