Simon Dunn’s Post

We have another webinar coming up next week - so if you have any questions you need answering that will help you unlock growth for your brand, please sign up below... 👇

FREE Webinar... ** How to Sell to Supermarkets: a Buyer <> Seller Q&A** Do you need some help to grow your brand in 2025? Questions you need answering to be able to perfect your pitch? Join us on Thursday 14th November at 12pm (UK time) and we will answer YOUR questions. I'm an ex Buyer (Sainsbury's, Tesco) & will be joined by Paul James Harvey who has almost 30 years experience working in Sales, unlocking new distribution & driving growth for a range of leading UK drinks brands before moving on to enjoy similar success in a number of other sectors. We've already had a great response & would love to have you along too! Here's just a few of the questions on the list so far:- ❓How can you apply classic FMCG Category Management principles to the Fresh / Primary Foods category? ❓How do you answer a retailer who says you need to sacrifice one of your own SKUs to secure a new listing when you know there are other products with lower performance? ❓Should I be investing in Retail Media? ❓What is your view on the best way to drive rate of sale for a smaller brand once it does get listed? ❓How to you get a listing and additional space if you have a USP, but no funds to activate in store? ❓What annoys Buyers the most (i.e. whats one thing you should avoid when it comes to interacting with Buyers)? ❓How to break through to a Buyer that is avoiding Suppliers during the range review process? ❓We've just been told our rate of sale is not high enough and we may be delisted - what should we do? ❓If we are considering investing in data for the first time, where should we start? ❓What is the best way to handle a "know all" Buyer? ❓❓ What question do YOU want us to answer ❓❓ More information, sign up & ask your question here 👇 https://lnkd.in/eDHAmFmF #CategoryManagement #Sales #FMCG #CPG #RetailerEngagement #Training #Webinar

FREE Webinar... ** How to Sell to Supermarkets: a Buyer <> Seller Q&A** Do you need some help to grow your brand in 2025? We had such a great response to our webinar in June we are doing it all again on Friday 27th September... I'm an ex Buyer (Sainsbury's, Tesco) & will be joined by Paul James Harvey who has almost 30 years experience working in Sales, unlocking new distribution & driving growth for a range of leading UK drinks brands before moving on to enjoy similar success in a number of other sectors. We've already had a great response and some brilliant questions put to us & would love to have you along too! Here's just a few of the questions we've got so far:- ❓How can you build partnerships with Retailers if you don’t have large budgets or a JBP? ❓How can a small brand make an impact? ❓What does best in class Category Management look like? ❓When you are a challenger brand, how do you prove your worth when you have little access to data? ❓How can Suppliers positively engage with Grocery Buyers? ❓What do Buyers feel is most important factor for the long term success strategy for their categories? ❓From a retailer perspective, what sets apart your best in class Supplier category teams? ❓How do you protect your brand from frequent Buyer changes? ❓How to make good selling story to a Retailer? ❓Where’s the line between being persistent & being annoying when trying to get a Buyer's attention? ❓What are Buyers actually looking for? ❓❓ What question do YOU want us to answer ❓❓ More information, sign up & ask your question here 👇 https://lnkd.in/eDHAmFmF

Thank you to Paul James Harvey & all who attended our Buyer <> Seller Q&A last week - the *recording* is now ready to share & you can listen at the link below... 🔊🔊🔊 Listen here... https://lnkd.in/eAGcjy5i 👇 Just a few of the questions we answered 👇 4.38   How can Suppliers Positively engage with Grocery Buyers? 16.30 What would convince a Buyer to give more focus to a product which has a high rate of sale, but has a lower margin?     23.45 From a retailer perspective, what sets apart a Best in Class category team? 34.40 How can you build partnerships with Retailers if you don’t have a large budget or JBP? 39.45 We have a very limited budget – how important is it for the Brand to have data in their chosen category? 51.00 What category & market insights do retailers really value that they don’t have access to? ⏳ So many questions to answer & so little time.... ... so we are doing it all again on Thursday 14th November at 12-1 UK Time ❓❓❓Questions please..! If YOU have a question you'd like us to answer, would like to join the next webinar or want to be first to access the new recording when it comes out then please sign up here... https://lnkd.in/eDHAmFmF At Optima Retail we are Category Management experts so if you need any advice, or just want a quick chat to explore options for how to address a particular challenge please do get in touch. ♻️ & if you know anyone else who may be interested please like & share this post! #CategoryManagement #Training #Sales #FMCG #CPG #Strategy #RetailerEngagement

Pricing is much more than just setting a number—it’s a strategic tool that reflects a business’s approach to costs, customers, and competition (the 3C orientation). These three elements are at the heart of effective pricing strategies and can vary significantly based on the market context. In a recent class, we discussed an example of a shampoo brand sold at different price points across various retailers: • At B&M, a larger quantity of the shampoo is priced at around £5. • At Tesco or Boots, a smaller quantity of the same brand is sold at a higher price. This pricing variation highlights how businesses approach the 3Cs: • Costs: Retailers like B&M might have a lower cost structure, enabling them to offer larger quantities at lower prices. • Customers: Tesco and Boots target customers who prioritize convenience or brand experience and may be less price-sensitive for smaller quantities. • Competition: Each retailer positions itself differently within the competitive environment, catering to distinct market segments. Understanding these dynamics helps businesses align their pricing strategies with their overall positioning and goals. It’s a fascinating topic that demonstrates the importance of knowing your costs, truly understanding your customers, and keeping an eye on the competitive landscape. #PricingStrategies #3COrientation #MarketingInsights #CustomerValue #StrategicPositioning

Reflecting on a great IGD (Institute of Grocery Distribution) conference the other week, talking all things category and how brands can win with the biggest retailers in the UK. Breaking into major retailers and growing with them isn’t easy, but these 4 key tactics can unlock new listings, expand distribution, and drive stronger sales for your brand. Let's break them down 👇 💡 Show me the money Get them excited with a size of prize. Show them what they stand to gain (or lose) in £££. Be the solution to a customer and category gap, not just another product on the shelf. 📊 Actions, not just insight Great insights are only the beginning. The real magic is in the ‘so what?’ Bring clear, actionable recommendations that help retailers see the opportunity you’re offering. 🛒 Get in their world Sure, your brand is great. But what matters more is how your brand appeals to retail customers and improves their shopping experience. Understand the retailer's category priorities, how your brand can support, and you’ll have their attention. 🪴 Don’t be biased Everyone wants a listing, but the brands that thrive are the ones who grow the whole category, not just grab a slice. Show how you’ll increase the pie for everyone.

I recently shared an article regarding “Shrinkflation” that dovetails with the results of a recent survey conducted by Advantage Solutions. According to their Manufacturer & Retailer Outlook Q3 2024 report Consumer Packaged Goods (CPG) manufacturers and retailers are not exactly aligned regarding pricing and innovation strategies. https://lnkd.in/evETpsAx With persistent inflation pressures causing manufacturers to grapple with increased costs the “logical” consequence is the need to pass them along to retailers which ultimately has an impact on individual consumers and families. Retailers are pushing back, because of the compelling need to maintain competitive pricing for those consumers. Further complicating the conflict, shifting consumer preferences and demand for innovation are forcing both parties to adapt quickly in order to remain relevant in what has become a rapidly changing market. Retailers are focusing heavily on pricing investment. The areas where suppliers can help most over the next 12 months are:  ✅ Trade dollars (84%),  ✅ Everyday pricing (55%),  ✅ Promotion optimization (45%),  ✅ Innovation (39%)  ✅ Consumer insights (34%). Retailers are also seeking assistance with: ☑ Supply chain (16%), ✅ Value-priced products (16%), ✅ Meal solution ideas (5%) and ✅ Retail merchandising (3%). Navigating through these challenges will require a great deal of collaboration and transparency. I might add that a bottoms up approach to establish true market pricing through the supply chain is a first step in establishing sustainable results and strategic planning to get there needs to consider the next 24-36 months.  #Manufacturing #Retail #PricingStrategy #Innovation #SupplyChain

"I've sent 50 e-mails to Tesco with no response, I don't know what to do!" Is this you? I am only using Tesco as an illustration, the same probably applies to all Grocery Multiples, the buyers in these businesses are incredibly busy. What if you could understand a bit more about how to engage positively with grocery buyers, giving your brand the best chance of getting or, even keeping its place on their shelves? Well, you can! Simon Dunn, ex-Tesco and Sainsbury buyer and owner of category insight experts Optima Retail Ltd, and myself who runs a business building consultancy, are running a repeat of our recent ** Free Webinar: How to Sell to Supermarkets ** on Friday 27th September. Simon led the spirits category for Tesco when I managed that account for Grants Whiskey and between us, we grew the category and offered more consumer choice, while still forging a great working relationship! Sure, we had some tough negotiations but we always had what was right for the category in our hearts. Come and get the inside scoop on ways to build a collaborative and fruitful working relationship. If you lead the category or sales team in a business wanting to take the next step to get grocery distribution, this is a must-attend. Register and submit questions for consideration via the link below. https://lnkd.in/eDHAmFmF ♻️ If you think this may be of interest to someone else in your network please consider giving it a like & consider sharing it to your network too. #CategoryManagement #SalesStrategy #CPG #FMCG #BusinessDevelopment See you there!

** FREE ** Webinar How to Sell to Supermarkets: a Buyer <> Seller Q&A ... ▶️ Our next Lunch & Learn webinar when we will answer YOUR sales and category questions is on Thursday 14th November at noon (UK time). So if you want to grow your Brand & have a question for us, or would just like to join for a lunchtime listen please sign up at the link below:- https://lnkd.in/eDHAmFmF In the meantime, here is my answer to a sales question submitted last time round Q:     As an emerging brand trying to get into retail, what are your top 3 tips in terms of how to prepare and set yourself up for success? My answer: a.     Gain an understanding of the category in the retailer that you want to enter. Who is already on their fixture, what will your brand do to grow the category, who does your brand appeal to, and why? b.     Are customers of your product a new cohort of customers for the retailer? You must have evidence to back this up (whether from research, social media feedback, or any other metric. e.g. what is your rate of sale where you do have distribution?) Do you have any basket spend data? It could be you are a premium honey manufacturer and can evidence that your shoppers trade up to premium bread in the same basket, etc. c.     Do you have the forecasting, production, and logistic capabilities to potentially 10x your volume? If not what can you outsource or invest in to get fit for purpose? Also, is this investment going to be worth it when you may potentially need to give more margin to the retailer? About us:- I will be joined by Simon Dunn who worked as a Buyer at Sainsbury's & Tesco for over 10 years, before going on to specialise for the next 10 in Insight, Category Management & Growth Strategy. Simon was my opposite number at Tesco when I managed the spirits portfolio for First Drinks (now William Grants) We formed a fantastic partnership that despite some tough negotiations, always had what was right for the category at heart. I have almost 30 years of experience working in senior commercial roles, unlocking new distribution, creating and leading high-performing teams & driving growth for a range of leading UK drinks and consumer goods brands, before moving on to enjoy similar success in financial services and several other sectors. If you are a brand owner looking to enter the intoxicating world of grocery supply, or even a relatively new Account or category Director, this could prove invaluable to you. See you on the 14th Nov. ♻ Please share with anybody who you think could benefit from attending

⌛ Last chance! Register for our webinar with RSR Research (Retail Systems Research) and Northeast Shared Services taking place tomorrow. During the event, we'll dive into the results of our recent FMCG retail readiness report, provide benchmarks to help you understand your brand's pricing and promotion readiness, and share tips for mastering a strategy that boosts your competitiveness in the market.🚀 Sign up here: https://lnkd.in/eTHFTirg #webinar #retail #pricing