How to Avoid Becoming the Retail Buyer’s Backup Plan

Jon Allen
Jul 23
1 min read

It’s the nightmare scenario suppliers don’t like to talk about:

You thought your buyer loved you. You thought you were locked in for resets and features. Then a new competitor shows up—and just like that, your item disappears from the set.

The Harsh Reality?

You were never the first choice. You were the backup plan.

Most buyers don’t tell you when you're in the bottom half of their lineup. But there are signs:

Your promotional placements get downgraded
You stop receiving data access
Their emails go cold

Why It Happens

Buyers are under pressure. They manage dozens of categories and hundreds of SKUs. If your brand doesn’t bring the best margins, best story, or best support, you're replaceable.

Let’s say a fictional brand, "BloomBev Sparkling Teas," had decent sales and great packaging. But their promotions were slow to submit, and they didn’t fund in-store marketing. A challenger brand launched with a viral TikTok campaign and double the margin. Guess who kept their spot?

How to Be the Brand Buyers Bet On

Align with Their KPIs: Know what your buyer’s judged on—margin, turn, innovation—and speak to it in every pitch.
Support Every Feature: Be ready with shippers, content, and supply chain strength.
Share Wins: Send quick updates when your product is trending, earning awards, or outperforming peers.
Be Easy to Work With: Sounds simple. But buyers prioritize brands that reduce friction.

Final Thought

Don’t wait until you're off the shelf to realize you were never “Plan A.” At Woodridge, we help make sure buyers see your value—loud and clear.