101: Retail Planning in five simple steps
Whether you've started planning out next year, or still on the mad rush to wrap up 2024, there's still time to get ahead and map out the year. Sometimes this can feel overwhelming when you look at a blank page, but there are super simple steps you can take to get the big 'rocks' in and then work backwards to all the smaller detail.
DON'T over think it or make it too complex at the start
DO follow these simple steps to give yourself a big picture view of the year ahead, and identify any pressure points early.
How to get started in planning for 2025
Firstly get yourself whatever simple tool you choose to write on. This could be a printed wall planner, diary, excel spreadsheet, giant piece of paper. Whatever works for you and is visible, tangible and can handle the level of detail you want to include.
1: Start with the big EVENT dates.
This includes major events (Easter, Christmas), school holidays, moratorium (retail close out), key sales periods (Black Friday), Chinese New Year. Your retailers may be pushed for time, and your shoppers are likely to have a change in behaviour.
These are all available online and selected links below:
- Public holidays: https://www.govt.nz/browse/work/public-holidays-and-work/pub...
- School terms: https://www.education.govt.nz/school/school-terms-and-holida...
2: Add in the major RETAILER events by banner.
This includes category review dates (first submission, on shelf) and allow yourself time to work back and prepare (2 weeks bare minimum, 6-8 weeks ideal), as well as moratorium.
If you don't know these for 2025, then look back at rough timing for 2023 and 2024. Most retailers follow a similar calendar and below are links for major NZ supermarkets.
- Woolworths: https://partnerhub.woolworthsgroup.com.au/s/how-to-become-a-... (use drop downs to find banner and category).
- Foodstuffs North Island: https://www.foodstuffs-exchange.co.nz/assets/documents/FSNI-... This is for 2024. Talk to your Category Manager for 2025 plans.
- Foodstuffs South Island: https://www.foodstuffs-exchange.co.nz/processes-and-guides/f... (look for the link to latest review timing)
3: Identify your KEY SELLING PERIOD – especially if you’re a seasonal product - and PROMOTIONAL program.
Part of your sales and marketing plan is retailer activation. These are the instore price and promo activities that drive sales at the shelf. You should have an allowance for this cost in your margin model, and an ideal time of year to focus on.
If you’re selling in supermarkets, then map out your instore price promotions. You should have an idea of depth (how much you’re planning to drop) and frequency (how often & how many weeks a year on promotion). This will be part of your commercial terms and if you're new to retail - then be proactive and think ahead of what's ideal.
Your Category Manager may ask for this to be loaded in the promo portal a long time ahead – so think carefully about WHEN is best to drop price. If you’re selling custard, then January is NOT your key selling time.
4: Map out when you want to LAUNCH your new products
Hint: this should line up with your retailer reviews and dates on shelf AND seasonality to sell in ahead of time.
Remember you need to not only design the packaging (the fun stuff) but also source packaging and raw materials, as well as the standard volume, manufacture, shipping, warehouse, on shelf key dates.
Work backwards from on shelf to in warehouse, packing, production, ordering ingredients, confirm volumes, costing (this is the rough order in reverse. Put these dates into your calendar so you give yourself (and your agency partners) time to do all the design and development work,
5: Line up your big advertising and marketing campaigns
Hint – this should line up with your LAUNCH activity, KEY SELLING PERIOD, and CATEGORY REVIEW/ ON SHELF if you’re planning on launching into new retailers.
Remember there's a balance needed between driving long term brand awareness (building future demand) and capturing the short term 'I want this now' sales activity.
