Product Placement On The Retail Shelf

Getting premium placement on the retail shelf is often the difference between roaring success and total failure. No matter how good your product is — how useful, innovative or inexpensive — if shoppers don’t see it, they won’t buy it. 

Retail packaging design can be quite complicated, since so many factors have to be taken into account. Professional packaging design firms — well worth engaging in the highly competitive retail space — will consider packaging functionality, product protection requirements, (in some cases) retailer packaging requirements, target market(s), seasonality, value proposition, competitive analysis, material cost, sustainability, color scheme, brand identity and a number of other factors in creating the ideal package. It’s a complicated and ever-changing affair, since packaging trends, customer preferences and retail marketing best practices change at a rapid rate.

On the marketing side, persuading a retailer to not only carry your product but also give it premium shelf space can be a tall task indeed. Because pitching big box retailers is a time-consuming, demanding and complicated process, you may find it wise to focus initially on smaller retailers where your product has a good, natural fit. If your product sells well in a smaller retail operation, you’ll not only start making money, you will also develop a track record of success to make your pitch to the big box retailers all the more persuasive. 

This is why the accompanying resource is essential reading for any entrepreneur or business entering the retail market for the first time or struggling to find a way to improve its existing product placement. For more insights about retail product placement, please continue reading. 

Brian Farrell is a coach, helping clients achieve their personal and professional goals. He's also the creator of the "QA2 Method". For more about Brian, visit