Shelf Talk: A Step-by-Step Guide to Launching Your Product in Retail
Learn what retail buyers look for before you pitch your product.
Written by Roberta Townes, retail expert and host of the Shelf Talks Podcast, Shelf Talk gives product founders a practical roadmap for preparing their brands for retail success.
More Than a Book
Retail advice from someone who buys products for a living. Every year, thousands of founders dream of seeing their products on retail shelves, but getting into retail takes more than a great idea. It requires preparation, strategy, and an understanding of what retailers are truly looking for. After spending more than 15 years as a retail buyer evaluating products across multiple categories, I saw talented founders making the same mistakes over and over again. I wrote Shelf Talk to change that. This book shares the lessons I wish every founder knew before pitching a retailer, helping you avoid costly mistakes and build a business that's ready to grow.
What You'll Learn
Learn how retail buyers evaluate products and what makes a brand stand out. Discover how to build a retail-ready brand, from packaging and pricing to creating a compelling retail story. Gain the confidence to pitch buyers effectively and understand what it takes to earn shelf space. Most importantly, learn how to grow beyond launch by increasing sell-through and building a sustainable retail business.
Is This Book for You?
Shelf Talk is written for product-based founders, food and beverage brands, beauty founders, wellness entrepreneurs, baby and pet brands, consumer packaged goods companies, and anyone preparing to pitch retailers. Whether you're launching your first product or expanding into additional stores, this book provides practical guidance to help you build a stronger retail business.
Meet Roberta Townes
Roberta Townes is a Senior Category Merchant with more than 15 years of retail buying experience and the creator and host of the Shelf Talks Podcast. Throughout her career, she has evaluated thousands of products and worked with emerging brands to help them succeed in retail. Today, she combines her retail expertise with conversations featuring successful founders, giving entrepreneurs practical education they can immediately apply to their own businesses. Her mission is simple: Help more great products earn their place on retail shelves.
Continue Your Retail Education
The book gives you the foundation. The podcast brings those lessons to life. Every week on Shelf Talks, Roberta interviews successful founders who share how they built their brands, secured retail partnerships, overcame challenges, and grew thriving businesses. Together, the book and podcast create one of the most comprehensive retail education resources available for product founders, combining proven strategies with real-world founder experiences.
What Readers Are Saying
See what readers are saying about Shelf Talk and discover how founders are using the book's practical retail strategies to build stronger brands and prepare for success in retail. Read the Review
Why Shelf Talks?
When I published Shelf Talk, my goal was to help founders better understand retail. As I met more entrepreneurs, I realized every founder had a unique story and valuable lessons to share. That inspired me to launch the Shelf Talks Podcast, where listeners can learn directly from founders who have successfully built brands sold in retail stores. Today, the book and podcast work together to provide practical education, inspiration, and real-world retail insights, helping product founders confidently navigate every stage of their retail journey.
Ready to Get Retail Ready?
Whether you're preparing for your first buyer meeting or growing into national retail, Shelf Talk provides the practical guidance to help you move forward with confidence.
Coming Soon
A New Expanded Edition of Shelf Talk
An updated and expanded edition featuring new retail strategies, practical exercises, and lessons inspired by interviews with more than 50 successful founders. Stay tuned for more details as we continue helping product founders build brands that are retail-ready and built to last.
