Congratulations! You landed a big retail account—maybe even in a store you shop at. Or more importantly... one your mom shops at. Celebrate that win.

But know the work is just beginning.

It can feel counterintuitive after all the time and effort you’ve spent getting the “yes.” You’ve been grinding on sales decks, cold outreach, pitching, and persistence. And now that you’re on-shelf, the job shifts, but the intensity doesn’t.

You’ll need that same tenacity, paired with new tactics, to make sure your items leave the store and go home with customers.

💀 How Items Die on the Shelf

No launch plan after placement.

You’ll need a go-to-market plan ready the moment your product hits the shelf.

The best approach? Work directly with your retailer’s category manager.

Distributor programs can help, but I’ve seen better results partnering straight with the buyer.

And if you can’t afford retail marketing support, you might be in the wrong retailer (more on that in a future post).

No support for awareness or trial.

Promos (TPRs) are the most effective lever in most categories. I recommend starting ~30 days after launch and running promotions quarterly (unless you’re tied to a specific season).

Demos work best when focused and local—especially with founder or trusted BA coverage.

Coupons (paper or digital) can drive trial, but beware: paper coupons often come with account and processing fees.

No visibility into store-level performance.

Some retailers provide movement data, some don’t. A few charge for it, which is worth every penny.

Most distributors will share store pulls. Use them.

Build systems early so you can track velocity, catch slow movers, and course-correct.

No visibility into in-stock position.

Movement data helps here, too.

If you can’t visit stores yourself, consider a merchandising team.

It’s an investment, but it pays off for items that are easily shelved, stacked, or placed in secondary locations.

No communication with the buyer post-setup.

Stay top of mind with buyers. Send something 4–6 times per year.

Celebrate wins. Acknowledge soft movement, and most importantly, tell them what you're doing about it.

They chose you for that slot, and they want you to succeed—it reflects well on them.

But make no mistake: other brands are lined up for that same space.

Shelf placement is a churn game. Someone likely got discontinued for your launch. Don’t be the next one out.