Winning New Listings with Modern Retail Key Accounts

TL;DR

New listings are approved when your proposal solves a retailer category problem and includes a credible launch plan.

Key Takeaways

• Lead with category growth logic, not product features alone.
• Present clear substitution and incrementality assumptions.
• Show launch readiness across supply, merchandising, and media.

Definitions

• Incrementality: expected net category gain rather than shifted sales from existing SKUs.
• Listing Productivity: sales and margin delivered per SKU slot in the assortment.

Checklist/Framework

1. Diagnose the retailer category gap using shopper and shelf data.
2. Build a listing case with velocity and margin scenarios.
3. Define launch support: media, in-store activation, and field coverage.
4. Align supply and service levels to avoid early stockouts.
5. Agree trial KPIs and review timeline with the buyer.
6. Execute first-90-day tracking and optimization.

Examples

A vitamin gummy brand won listings in two national chains by showing category incrementality from a younger shopper segment, backed by a launch plan that combined digital awareness and in-store secondary placement. Early performance exceeded baseline assumptions and opened additional stores.