If you are selling to specialty food retailers and independent grocers it is important to consider their primary value proposition to their customers:
a unique retail experience
If you can help your customers achieve this goal, they will value it.
Consider Whole Foods,
who has made achieving a unique retail experience systematic:
- Small Producers - Small producers have limited reach and market presence. Chances are, Whole Foods will be one of the only retailers carrying their products.
- Exclusive Products - If you have a good relationship with Whole Foods, expect them to ask you to develop an exclusive product for them.
- Unique Combination - Organic, Natural, International, etc. there selection is broad and diverse. Not to mention their prepared foods, juice stands, and other services.
- Private Label - Private label products (365) are only available in the stores that branded them.
- Local Products - There are many companies that have not or cannot distribute their products outside of a certain geographic range. Whole Foods is willing to work with them even if they only stock a single store.
- Local Producer Loan Program - If Whole Foods likes your products and wants you in more of their stores, you are a good candidate for a Local Producer Loan. When you use it to grow, Whole Foods will become your biggest buyer.
- Select Distributors - A distributor will usually sell to the store next door as well. Whole Foods realizes this and seeks products and distribution paths that are unavailable, difficult, or unexplored by other retailers.
- People - Whether they are Whole Foods employees or others giving tastings, Whole Foods knows the value of a personal approach.
- Ancillary Investments - By supporting local and worldwide communities, you feel differently about buying products at Whole Foods.
Most products by themselves are relatively unique, but there are many ways to increase uniqueness. Take Whole Foods' lessons and consider distribution, promotion, service, and more.
The most straightforward way to increase uniqueness is exclusivity, and remember, exclusivity does not need to be absolute. For example, you can offer local (within a 30 miles radius or zipcode) or temporal (6 months) exclusivity of your product . Exclusivity is a double-edged sword, but don't worry, if you have another buyer interested, you can leverage that demand to help you improve your relationship (better pricing, promotions, etc.).
Whole Foods understands its value proposition and so should you. There are many ways to help "create a unique retail experience", so make sure to emphasize the value of your uniqueness when you have the chance. Good luck!
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