Breaking barriers: How brands can overcome pain points when entering Retailers
Getting your product onto retail shelves can be a game-changer for your brand – but it’s rarely a smooth process. From compliance hurdles to timing constraints, brands encounter a range of challenges when working to secure point-of-sale visibility in retail environments.
To better understand these challenges, we have conducted a recent poll asking industry professionals about their main struggles in getting any POS in retailers. The results revealed telling insights:
– Retailer compliance – 67%
– Time limits by retailer – 17%
– Unsure what supplier to use – 17%
– Require more resource – 0%
These results highlight where the true barriers lie—and where brands should focus their efforts to break through.
Retailer Compliance: The top challenge (67%)
Retailer compliance was the dominant issue, affecting two-thirds of respondents. Compliance refers to adhering to a retailer’s strict specifications and guidelines for in-store displays, packaging, and promotional materials. Even small oversights can lead to costly delays or outright rejection.
How to overcome it:
– Understand retailer guidelines early: Engage retailers from the outset and request all compliance documents. Build them into your creative and production processes.
– Use experienced suppliers: Work with vendors who have a track record of meeting specific retailers’ requirements. They can flag potential issues before they escalate.
– Build compliance checks into workflow: Treat compliance as a project milestone, not a last-minute check.
Time limits by Retailer (17%)
Retailers often operate on tight timelines, with short lead windows for submitting POS materials or launching in-store promotions. This pressure can leave brands scrambling.
How to overcome it:
– Plan well in advance: Build marketing timelines that allow for retailer deadlines, supplier lead times, and unexpected delays.
– Create modular POS options: Design flexible display solutions that can be adapted quickly for different retailers without starting from scratch.
– Maintain strong communication: Regularly touch base with retail partners to stay ahead of changes to timelines or requirements.
Unsure what supplier to use (17%)
For newer or smaller brands, simply knowing which supplier to trust can be overwhelming. The wrong partner can delay launches, create compliance issues, or fail to deliver on quality.
How to overcome it:
– Request recommendations from retailers or peers: Retailers often have preferred or approved vendors. Ask for introductions or referrals.
– Vet suppliers thoroughly: Look for proven experience with your target retailers. Ask for case studies or client testimonials.
– Start small, scale smart: Test a new supplier on a smaller project before committing to a large rollout.
Resource constraints (0%)
Interestingly, “Require more resource” received no votes in the poll – suggesting that most brands feel capable internally but are blocked by external processes and uncertainties. This underscores the importance of streamlining collaboration with partners and retailers, rather than simply throwing more resources at the problem.
A round up:
Retail entry is never one-size-fits-all. But by identifying common challenges – like retailer compliance and supplier uncertainty – brands can take strategic action to avoid costly mistakes and missed opportunities.
Three Point are committed to helping brands navigate these challenges with smarter data, better planning, and the resources that make compliance frictionless. If these pain points sound familiar, it’s time to rethink how your brand approaches retail.
Let’s get your product seen where it matters most – in-store and in front of customers.