Most brands pitch a retailer without ever seeing the document that actually governs the decision: the retailer’s own category plan. You don’t need a leaked copy to pitch into it well — you just need to understand what’s almost always in one, and shape your ask around it.
It’s not about facings anymore
Every category plan I’ve built or reviewed comes back to the same short list: grow average selling price, protect or grow margin rate, hit a specific market share number, and reduce returns or complaints. Almost every pitch a buyer hears gets silently scored against these four things, whether the brand realises it or not.
Your pitch should name the priority it serves
Brands that say “this grows ASP by driving mix toward our premium SKU” get a faster yes than brands that say “this is a great product.” Naming the specific priority you’re serving does the buyer’s internal justification work for them — which matters more than most brands realise, because the buyer still has to sell your pitch internally after you’ve left the room.
What to ask for if you can’t see the plan directly
Ask the buyer directly what their category is being measured on this year. Most will tell you, at least in broad terms, because it helps them too — a pitch aligned to their targets is easier for them to champion. If you only ask one question in a first meeting, make it that one.
Preparing a pitch and want it built around what the retailer is actually measured on?
Steven Woodgate, Founder, Emmer Green — former Head of Category (Technology), John Lewis & Partners; former senior commercial leadership roles at Samsung, Dell Technologies and Microsoft.
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