5 Things Retail Buyers Actually Want to Hear in a Line Review

Most pitch decks lead with product. Buyers want to hear about margin, velocity, and what problem the product solves for their specific shopper. Here's how to reframe your story.

After sitting on both sides of the table, as vendors and as advisors, here are the five things that consistently move the needle in a retail line review:

1. Lead with the shopper, not the product. Who buys this? What problem does it solve at that specific retailer?

2. Show your velocity proof. Even early DTC or Amazon data matters. Buyers want to know the product can sell.

3. Know their margin math. Understand the retailer's GM targets and show how your program fits.

4. Have a tight assortment story. Two or three strong SKUs beat a sprawling line every time.

5. Make the reorder easy. Packaging, floor-ready displays, and logistics have to be dialed before you pitch.

The brands that win at retail don't just have better products, they have better preparation.