How to prepare for line review: Essential do’s and don’ts

Navigating a line review with a mass retailer is a pivotal moment for any brand, offering a significant opportunity to expand market reach and bolster credibility. However, the process can be daunting and requires meticulous preparation, strategic insight and a keen understanding of what retailers are looking for (NBD, right?). This high-stakes interaction can make or break the potential for a successful partnership. In this article, we delve into the essential do’s and don’ts of conducting a line review at a mass retailer with Jennifer Ray-Jones, Director, Target Accelerators. Whether you are a burgeoning brand eager to make a strong impression or a seasoned entrepreneur seeking to refine your approach, Jennifer’s tips provide actionable advice to navigate the complexities of a line review and maximize your chances of success. 

• Empathize with your buyer:  
  • Make things as easy as possible for your buyer. Buyers are working with hundreds of brands and are focused on driving results and strategy, so make sure that your overview is clear and concise, with all the information that they need on how they will get results from your brand. Note that some buyers will send out strategies or guidance ahead of time, while others do not. Try your best to get reference materials beforehand so that you can cater your presentation with this information in mind. Remember, it’s totally appropriate to ask for vendor specific strategy documents so that you can better prepare beforehand.  
• Come prepared:  
  • This may sound simple but be on time for the line review and make sure that everyone on your team that needs to be present is there. This allows the line review to flow with ease and for everyone to get immediate feedback and answers to any questions. For instance, if someone has a question about shipping logistics, you want to make sure the person on your team is there to answer any questions at that moment rather than delaying the process with any follow up emails with outstanding answers. Additionally, be prepared to answer questions about pricing structure and costs. It’s important to understand the strategy of where your product sits in the category and on store shelves.  
• Do your research:  
  • Before the line review, go to the store and into the aisle that you want your product to be in and place your product on-shelf. It’s a helpful tactic as you think about the strategy that informs where you will be in-store and who your competitors are in that actual space. Often, depending on the category, it’s not about adding to the shelf but replacing a brand that’s already there. With that in mind, understanding your competitors and where you are better aligned to service the customer will be to your advantage.  
• Be the expert: 
  • You need to understand your category through and through. You want to not only be an expert about your own product, but about the category as a whole, as well as innovation and trends in the space. Perhaps you also look at how other retailers are handling the space; providing a point of view of the competition is something that the buyer is always interested in.  
• Self-edit:  
  • Be concise with your presentation. Keep in mind that the human brain can only focus for three minutes before boredom starts to set in, so use your time wisely. Make sure to efficiently hit the key points of who you are as a brand, why you stand out, and why the retailer needs the brand. Most line reviews are 30 minutes or less, so think about how you are going to structure that time and have a tight overview at the beginning along with a focus on what makes your brand unique. If you can captivate the buyer in the first few minutes, it will be to your advantage as you set the foundation for fruitful conversation with the buying team for the rest of the review. 
• Have confidence: 
  • If you are selected to be a part of a line review, you deserve to be there. Buyer time is limited, so if you’ve been invited to be there, there is serious interest in your brand. Go in, command the space, and stand in the confidence in which you have built your brand.  

With these tips, you should be able to have a successful line review. Looking for more information on how to prep? Check out our resources on pitching and line review deck essentials.  

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