Open Call of the Wild

Squidward Tentacles from the show "Spongebob Squarepants" explaining with exasperation, "They're enterpreneurs—they sell things to people."

Hey Vendorville,

Walmart's Open Call has wrapped up in Bentonville, providing a huge opportunity for budding suppliers and entrepreneurs across America.

Here’s a breakdown of the dates from 2024:

✅ June 24: Applications for Open Call began and remained open until July 15th

✅ Aug. 20: Entrepreneurs were notified if they were selected to pitch at the Open Call

✅ Sept. 24-25: Open Call Event in Bentonville, AR

P.S. If you missed it this year, mark your calendar for 2025!

What is Walmart’s Open Call?

Walmart created its first Open Call in 2013 to invest in entrepreneurs who have products made, sourced, grown, or assembled in the United States. This event allows entrepreneurs to go to Walmart directly and pitch their products to the retailer’s buyers.

Think of it like Walmart’s version of Shark Tank – a high-stakes audition where potential suppliers go straight to the source. With the right pitch, your product could end up on Walmart’s shelves or even be considered for a private-label partnership.

P.S. Walmart Mexico has a similar program that started last year.

Before Open Call: Finding Your Spark 🌟

Prep your Pitch. Before you even apply, suppliers who want to participate in an open call should focus on how they add value to Walmart and their potential category. Walmart merchants choose items that serve Walmart’s goals. 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 regarding pricing.
Know your product: Be prepared to answer lots of product questions! Know what is unique about what you're selling and the product specifics (packaging, specs, differentiators, target demographics, manufacturing info., market positioning, etc). No one is a better expert than you!
Submit your Application on RangeMe. It’s time to apply! RangeMe is like a matchmaker between suppliers and retailers. Since 2020, Walmart has used RangeMe for the Open Call process. You can use RangeMe to apply for opportunities at other retailers as well.

During: It’s Time to Shine 🌟

Make the Offer Attractive. Be specific about exactly what you want. While they own the final decision, make it easy 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.
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 knowing the best cost you can give them for your item(s), down to the penny.
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.

After Open Call: Leaving Base Camp 🏔️

A judge from Shark Tank wearing a lei necklace, holding a coconut drink, and toasting, "To Cash Flow."

If you are one of the lucky suppliers selected, congratulations—you’re about to embark on a journey that can launch your business to the next level. 🎉

Here’s how you start off on the right foot:

Lock in your distribution. 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.

Do your homework. Walmart suppliers are held to high expectations. There are compliance standards, delivery expectations, and a certain level of exclusivity that Walmart expects. Talk to other suppliers or industry experts. Read up on Walmart’s documentation for new suppliers (and read SupplierWiki content, of course. 😉).

EDLP drives EDLC. Working with Walmart means running a lean supply chain to pass those savings to shoppers. 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.

Want a place to start? Understand and leverage your Walmart Supplier Agreement in this webinar.

Walmart Accounting and Supplier Contracts

After all, as Sam Walton himself said, “We’re all working together; that’s the secret.” And with Open Call, Walmart is inviting you to join in on that secret to success. 🍻

In Other Retailer News 📰

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Rick’s Tips 💘

"Walmart has recently changed some of the supplier processes for requesting help. This article provides specific steps for submitting support tickets and phone numbers for immediate assistance."

Let's Circle Back 🌀

A graphic that says, "We're Hiring: Retail Deductions Sales Engineer"

I'm sure you are reading this email and thinking to yourself, "The people who work here seem pretty cool."

You'd be right, and you've already passed the first test. Want to join us?

There's a new role open that may be right up your alley! If the following sounds like you, consider applying.

You’re well-versed in deduction processes and how they affect Target or Amazon suppliers.
You can translate both supply chain and tech lingo into words a regular person can understand.
You light up when you’re building strategies that kick down supplier challenges.

Not in Northwest Arkansas? Not a problem. This role can be fully remote with quarterly office visits. 👩🏽‍💻

For the Target Sales Engineer Role: Apply here or send this job posting to a colleague. 👩🏽‍💻
For the Amazon Sales Engineer Role: Apply here or send this job posting to a colleague.

❤️ Sincerely, Your Friends in Vendorville

SupplierWiki