Quick answer: Prepare for a retail line review by knowing the category, bringing a one-page sell sheet and samples, presenting clear pricing (cost, wholesale, suggested retail and the buyer's margin), showing velocity data from other channels, explaining your marketing support, and proving you can deliver: GTINs, case packs, EDI, lead times and capacity. Keep it short, answer questions directly and follow up within 48 hours.
Key takeaways
- Know the category and where your item fits.
- Margin for the retailer matters as much as your price.
- Velocity data reduces the buyer's risk.
- Supply chain readiness closes the deal.
What buyers care about
Buyers are judged on category sales, margin and in-stock performance. Your pitch should answer:
- Why will this sell here? (customer fit, trends, data)
- What margin will we make?
- What does it replace or add?
- Can you deliver on time, every time?
- How will you support sales?
Research before the meeting
- Visit stores and photograph the shelf.
- Note price points, brands, facings and gaps.
- Read the retailer's vendor guide and compliance requirements.
- Know which items you'd replace, and why yours is better.
The sell sheet (one page)
- Product photo and name
- Key features and benefits (three bullets)
- Wholesale cost, suggested retail and retailer margin
- Case pack, dimensions, GTIN
- Lead time and minimums
- Contact information
Pricing slide
| Item | Wholesale | Suggested retail | Retailer margin |
|---|---|---|---|
| Example: 12 oz branded tumbler | $9.00 | $19.99 | ~55% |
Illustrative. Know your landed cost, freight terms and any allowances (promotional funds, slotting, damages) before you quote.
Velocity and proof
Show sales from your own café, website, other retailers or test markets: units per week, sell-through, reviews and repeat purchase. Even small data is better than none.
Supply chain readiness
Buyers need confidence you won't cause out-of-stocks or compliance headaches:
- GTINs from a GS1 US company prefix
- Case packs and pallet configuration that match their requirements; SPS Commerce notes that pack quantity mismatches are a common compliance defect
- EDI for purchase orders, ship notices and invoices; see this overview of 850, 856 and 810 documents
- Lead times and capacity for the first order and reorders
- Insurance and certifications the retailer requires
See our guides to EDI for small business, case pack configuration and retailer chargebacks.
The meeting itself
- Start with the customer, not your company history.
- Hand them the product. Let them feel quality.
- Be concise: 10 minutes of pitch, the rest for questions.
- Answer honestly: "I don't know, I'll get back to you by Friday" beats guessing.
- Ask for the next step before you leave.
Follow-up
- Thank-you email within 24–48 hours with requested info
- Confirm timeline for decisions and setup
- Prepare vendor setup documents in advance
- Plan launch support: promotions, displays, social
If the answer is no
Ask what would change it: price, packaging, data or timing. Many items get accepted on a second review after addressing feedback.
For the bigger strategy, see our selling to big-box retailers guide and private label accessories guide.
Merch that's ready for the shelf
Affogato Bean produces branded mugs, tumblers and merch for cafés and multi-location brands. Talk to us about programs, quantities and timelines.
Frequently asked questions
What is a retail line review?
A line review is a retailer's periodic evaluation of a product category, when buyers decide which items stay, which go and which new items get added. Suppliers pitch new items or defend existing ones.
What should I bring to a retail buyer meeting?
A one-page sell sheet, product samples, wholesale and suggested retail pricing with retailer margin, velocity or sales data, a marketing plan, and proof of supply chain readiness such as GTINs, case packs and EDI capability.
How do I follow up after a line review?
Send a thank-you within 24–48 hours with any requested information, confirm next steps and timelines, and be ready to complete vendor setup quickly if accepted.
Sources
- SPS Commerce, “Case Pack Configuration: How to Build a Pack That Works at Retail.”
- CData, “EDI for Manufacturers: X12 850, 856, and 810.”
- GS1 US, “GS1 US.”
Sources checked October 2026. Statistics are reported as published by each source.