The Mission: Retail Distribution at Kroger

Kroger logo

Kroger is headquartered in Cincinnati, OH and is one of the world’s largest grocery retailers with fiscal 2011 sales of 90.4 billion.  They’re ranked #23 in the 2012 Fortune 100 and offer a large assortment of general merchandise products in addition to grocery items.

Kroger should be at the top of anyone’s wish list when seeking retail distribution.   They operate over 2,400 stores, in more than 30 states under multiple banners including:  Kroger, Fred Meyer, Fry’s, Food 4 Less, Baker’s, Gerbes, City Market, Dillons, Jay C Food, King Soopers, Owen’s, Pay Less Super Markets, QFC, Ralph’s, Scott’s and Smith’s.  In addition, they operate nearly 800 C-stores under five banners.

Kroger continues to grow their market share, even with Walmart pushing into the grocery business.  According to Nielsen Homescan Data, Kroger’s overall market share rose approximately 50 basis points during fiscal 2011.  And in the 17 markets where Walmart is a primary competitor, Kroger’s share grew approximately 40 basis points.


“Gear Up For Retail” Program

Our “Gear Up For Retail” program is a 5-step process that walks you through the key steps involved in getting your product sold into Kroger and other retailers. We’ll put you on the path to success and help you avoid the pitfalls that so many others fall into. Our program takes you from start to finish, including identifying and scheduling meetings with targeted retail buyers.


Strategy

So the million dollar question is how do you get your product listed at Kroger? While there isn’t one “secret” that will ensure your product finds a home and is successful at Kroger, there is a strategy that will drastically increase your odds of success. And that is following a detailed process that has proven time and again to be successful.

“We like to compare it to climbing a mountain for the first time. You’d better have the right gear, a good partner and a solid game plan if you want to get to the peak. Going it alone isn’t a smart option.


First-Hand Experience

We’ve spent nearly 20 years commercializing and selling products into the largest retailers in the U.S. and world. We’ve presented new products and programs to hundreds of retail buyers through the years. That first-hand experience gives us a rare insight into how buyers think and what they want more than anything else. It also provides us with the insight needed to put ourselves in the shoes of the buyer and look at the world through his or her eyes.

If there was ever a skill that’s learned in the trenches and not from a book it’s the strategy and science behind preparing for retailer meetings and approaching buyers. Buyers are extremely busy and sit through multiple product pitches every day. You need to have a well-thought out game plan and clearly communicate “what’s in it for me” from the buyer’s perspective. And that’s if you can get in their door in the first place.


Play to Win

Something else you need to know, we play to win, won’t quit until we win, and believe in delivering results. Winning means getting your product listed at retail and it being successful at retail. The path to retail distribution can be a sprint, or it can be a marathon, every situation is different. But getting retail distribution isn’t an insurmountable mountain, you just need the right partner along for the journey, and we’re here to help.


Easy to Work With

We believe in keeping it easy as we learn more about you, and you about us. We’ll start off with a free consultative phone call to learn more about your product/business. This is the fun part — we’re passionate about new products and the strategy behind plugging them into retail. After our initial discussion, we’ll provide you with a more detailed overview of how our process works and layout a game plan with your specific situation in mind.

Contact us today at 314-504-3026 to discuss your product(s) and business. We look forward to meeting you and talking further. We can also be reached at jlong@shiftmarketinggroup.net.


A Sampling of the Retailers We Can Help You Sell Into: