Route Into Retail Review

“A fabulous intro into the practicalities of working in retail showing the benefits and pitfalls”.

Eyes wide open!

The first cohort of delegates are nearing the final stage of the Route into Retail programme, having started on their retail journey back in May. We have had the pleasure of getting to know a diverse bunch of ambitious Lancashire businesses that stretch across a range of categories from dairy and smoked fish to craft beer, specialist gin and CBD products – they are all shining examples of the exciting innovation that we have here in the North West!

Wynne Business is proud to have collaborated with Lancashire County Council’s support programme, Two Zero.  To deliver the bespoke Route into Retail programme which was created to help Lancashire food and drink businesses get ahead in Retail.

With extensive experience of helping brands to grow their business with multiple retailers, we wanted to create a forum where we could share our knowledge with businesses that have an ambition to succeed in retail. With the support of Two Zero we developed the Route into Retail workshop series which covers all aspects of the commercial process.  It was packed with practical information and guidance, proven theories and techniques.

We provided useful and relevant tools and tips that ensured delegates had their eyes wide open before venturing into retail: fully prepared and ready to maximise every opportunity!

What was the Route into Retail programme?

We included four workshop sessions…

Category Research

  • Understanding market dynamics, reviewing consumer insight, channel analysis, competitor analysis, new product trends.

Marketing Strategy

  • Defining a clear & compelling brand proposition, identifying the target consumer and creating an action orientated, budgeted marketing plan.

Perfect Pitch

  • How to present your brand and products in the best possible way to secure meetings, engage with buyers and deliver that perfect pitch.

Working with Retailers

  • Guidance on building strong retailer relationships and optimising additional opportunities in the retail account: Account Management, Range Reviews, Negotiating Terms, Trade Marketing Activity, NPD Scheduling.

Included in one of the workshop sessions was our guest speaker, Amy Cheadle, co-founder of Northern Dough Company who kindly shared some fascinating insights on the growth of her business and supermarket listings. Delegates also gained valuable experience in pitching at the Meet the Buyer session with buyers from James Hall & Co.

Further support was provided with mentoring sessions and a workshop booklet which continues as a source of information to help with working with retailers.

“This was a great workshop, I really learnt a lot and the leaders were extremely helpful.  I would definitely recommend this to others”.

What next?  Route into Retail 2022…

We are hoping to run this programme again next year.  If your Lancashire food or drink business is looking to scale up into Retail and can demonstrate good growth and ambition to grow 20% over the next 3 years, then the next Route into Retail workshop series could be for you. If you would like to take part or find out more information, please drop me an email or go straight to the enquiry form at

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