Getting a product listed with a major retailer and seeing it on the supermarket shelf is the goal of many entrepreneurs, but is it always the right move for their business? Securing a place on the shelves is a challenge, as is keeping it there. If a product doesn’t perform well for the retailer, it can quickly be swapped out for a competitor.
According to Karen Green, a B2B sales expert and author of Buyer-ology, the main advantage of getting a product listed on supermarket shelves is its distribution opportunities. She says: “In the U.K., for example, Tesco has over 27% market share of groceries, with over