How to Prepare for Walmart's Open Call 

Learn about:

• What is Walmart's Open Call? 

• How to Prepare for an Open Call 

• Next Steps as a Walmart Supplier 

• How to Protect Your Walmart Business

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What Is Walmart's Open Call?

Open Call is an event where entrepreneurs can directly pitch their products to Walmart buyers. In 2013, Walmart launched its first Open Call as part of its mission to purchase more U.S. made products. Walmart has made the applications available to all entrepreneurs who have products made, sourced, grown, or assembled in the United States with the purpose of bringing U.S. manufacturers to Walmart shelves.

Key Highlights of Open Call 

• Open Call provides an opportunity for businesses to present their products in person to Walmart buyers. 

• Unlike tradeshows, where retailers are drawn to vendor booths, Open Call invites businesses to meet directly with Walmart decision-makers, allowing for a more focused and tailored pitch.

• This event offers insights into Walmart's buying processes and helps entrepreneurs understand the criteria Walmart's merchants consider when making purchasing decisions.

Related Reading: What is Walmart's Open Call?

How to Apply for an Open Call   

Since 2020, Walmart has optimized its Open Call process using RangeMe, an online platform designed to connect retailers with product suppliers. Applying for Walmart's Open Call through RangeMe is straightforward and gives you access to opportunities not only at Walmart but with other major retailers as well.

To apply, you'll first need to create a detailed profile on RangeMe showcasing your product's key information, like pricing and certifications. Once your profile is set up, you can submit your product for consideration in Walmart's Open Call event, where selected suppliers get the chance to pitch directly to Walmart's merchandising team.

How to Prepare for an Open Call  

Know Your Role/Customer 

Make sure you understand the ideal Walmart customer and whom your product is targeting. Walmart merchants choose items that serve a purpose. Their preference is for low-cost items that will sell in large volumes, but there is also room for premium or niche items that will help them drive profit. 

Be prepared to speak about where your product fits on the shelf, what distinguishes it from the rest of the market, and how you will market it to your customers. Be mindful of duplicate items that already exist in their assortment, especially when it comes to pricing.

Know Your Product 

Be prepared to answer any and all questions regarding the product you want them to invest in! Understand the landscape of the category you're selling in. 

Key questions to consider: 

• Who are your competitors currently selling in Walmart and how is your product different from those? 

• What is unique about what you're selling and the product specifically (packaging, specs, differentiators, target demographics, manufacturing info., market positioning, etc.)?

• How does your pricing sit within the space?  

• How would packaging sit on a shelf against competitors?

Leverage Your Current Success 

Walmart maintains a 25%+ market share in grocery. If you sell to 3 of its competitors, generating $100,000 in annual sales, that means Walmart is missing out on $25,000 in sales. Show them what they're missing. Include your recent sales trends, and explain how your business will grow for the next 5 years. If you don't have sales elsewhere, use market projections for similar items or for your category.

Make the Offer Attractive

Be specific about exactly what you want. While a Walmart merchant owns the final decision, make it easy on them by providing cost, suggested retail price, a store list, or a recommendation of the geographic area where your product is most relevant. Show them a suggested profit margin that they can't turn down.

Back It Up With Facts

Use as much hard data as possible to validate your request. Avoid lengthy product origin stories and anecdotal evidence. Stick to why your product is relevant for anyone shopping that aisle and why it's a good business fit. Use POS data, market studies, industry trends, etc., to make your case.

Be Prepared to Negotiate 

A merchant might love your product, but not your cost. It can be tough to compete with larger suppliers in the space, but not impossible. It's best to come into the meeting aware of the best cost you can give them for your item(s), down to the penny. Keep in mind that there will be other costs associated with shipping to Walmart down the line as well, such as promotions, markdowns, and allowances based on payment terms. Leave yourself room to adjust for those later.

Don't Overextend

If your Merchant agrees to give you some distribution, congratulations! While being added to all WM stores might sound great, we would suggest making a conservative request for distribution, focusing on areas where your item makes the most sense and at a volume that you know your company can fulfill. Walmart has 4,600+ locations in the U.S. Successfully delivering products to their network has its challenges. Let the growth come organically.

Next Steps as a Supplier 

Ask for Feedback

Whether you are selected to become a supplier or not, this is a great opportunity to get valuable feedback about your product or pitch. Merchants at WM are experts in their business and category. They've likely seen hundreds of item pitches and reviewed countless amounts of data. If you don't get a spot this time, implement their feedback, and sell to their competitors! This will make them take notice next time around.

Related Reading: What We Learned from Walmart Open Call Applicants 

If you're one of the fortunate suppliers selected, here's how to set yourself up for success:

Secure Your Distribution Strategy

Your product may be selected for distribution in a handful of local Walmart stores and Sam's Clubs or nationally-- and that's not including distribution on Walmart.com, SamsClub.com, or Walmart Marketplace. Be transparent with your merchant team about how much volume you can realistically deliver. Some new suppliers don't factor in deductions and chargebacks -- taking them to the brink of bankruptcy. Others start small launching to only one DC, as costs can go up with more distribution. It's worth it, in the long run, to put every cost under a microscope so your company profits from selling to Walmart. 

Get the Most Out of Your Supplier Agreement

Your supplier agreement isn't just a formality---it's a roadmap to your success with Walmart. Take the time to really understand the details, like when you'll get paid, what compliance standards you need to meet, and any penalties for missed deadlines. Don't hesitate to negotiate terms that work for your business. And always keep the conversation going with your Walmart merchant team to stay on top of any changes or challenges that come up.

Related Reading: Walmart Agreements and Allowances Cheat Sheet

Protect Your Business at Walmart 

Deductions and compliance fines are commonplace when selling to any retailer. SupplyPike helps Walmart suppliers get paid and get better. Our software tests the validity of deductions, collects proof documentation, and takes disputing a claim down to a few (or zero) clicks.

Our software also helps suppliers avoid fines by digging into root cause analysis and providing executive-level oversight of the supply chain. Schedule a meeting with a team member to find out if SupplyPike is right for your retail business.

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