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7 Key Points to Consider When Selling to Costco There are more than 7 points to consider when approaching the club channel of trade, but these 7 are especially important to consider and understand before your company spends the energy, time and money developing products to sell to the clubs. Review these 7 points and should you want to discuss how to approach the clubs in more detail, give us a call. #1 - Be Quality Oriented. Clubs want high quality merchandise that can be guaranteed by their vendors and can reinforce the Clubs’ image of carrying upscale goods. Many of the items carried are Number 1 in their category, so new items have to be innovative and provide new benefits to club members in order to interest buyers. #2 - Think BIG!... and Be Ready for Success or Failure. Successful products can move in the tens of millions of dollars of sales. To get there you need to think BIG when planning so you are reflecting longer term, higher volume based costs and not necessarily looking to achieve all your margin on your first order. At the same time you plan success you also need to be prepared to accept failure should your product not meet sales hurdles. This requires you to make sure your investment in going to market is covered in your planning. #3 - Price and Support Properly. Clubs demand that you should always represent the lowest acquisition price. Pricing strategies get tricky when promotional support is required to encourage trial at the building level. Terms, freight allowances, vendor commitments and spoils also become potential issues if not properly planned for and well managed. #4 - Packaging can be a Wild Card. Packaging structure, pallet presentation, graphics and product coding are all usually unique to clubs. Great looking graphics can do as much for you as many other marketing tools. This goes for the pallet display as well. Yet these are only two of the many packaging elements that work to make sure your product reflects the club bulk size and price strategy. #5 Be Flexible. What works in some retail formats may not work in the club channel of trade. Companies need to be flexible in ALL elements of the marketing mix in order to make sure their products fit the exact hole that clubs are seeking. Usually this requires additional personnel specifically devoted to working within an organization to breakthrough traditional thinking and adapt products to club needs. #6 - Be Informed. Have you been in a club this past week or month? They change rapidly and they require a unique set of rules that are specific to their business. If one is going to manage the rocky shoals of the club business it is often wise to use a harbor master to safely navigate the harbor. Make sure your harbor master is informed and paying attention to your business! #7 - Consider Results.
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is a unique team of experienced sales and marketing professionals. We’ve been selling to the clubs for over 27 years and are familiar with the clubs’ “rocky shoals”. We’d be happy to talk to you regarding any questions you have about the fit your product may have at the clubs. Call Pete at 949-233-1830. |
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