What Is an Open Buying Call? How Retailers Source New Assortment

Open Buying Call A retailer’s announced opportunity for suppliers to present products for possible inclusion in its assortment. Open buying calls are scheduled events — in-person, virtual, or hybrid — where a retailer invites both established vendors and new suppliers to submit pitches, product samples, or listings for review by category buyers and merchandising teams.

Retailers use open buying calls to widen their assortment pipeline, respond quickly to trends, and discover innovative products without relying solely on existing vendor relationships. These events range from informal, rolling submission windows (digital portals accepting product pages and data) to curated in-person show-and-tell sessions at corporate headquarters, buyer workshops, or trade shows.

What An Open Buying Call Typically Covers

• Product Fit: Buyers evaluate product attributes (size, SKU structure, packaging, claims) and how they align with the retailer’s category strategy.
• Commercial Terms: Pricing, minimum order quantities (MOQs), lead times, promo allowances, and return policies.
• Supply Chain Readiness: Fulfillment capability, inventory visibility, EDI/GDSN readiness, and contingency planning.
• Compliance And Documentation: Certifications, labeling, safety data sheets, and any import or regulatory paperwork.
• Marketing And Merchandising Support: Launch plans, in-store or digital merchandising assets, and co-op or marketing spend.

Why Retailers Run Open Buying Calls

Open buying calls let retailers accelerate assortment innovation without overcommitting internal resources. They create a controlled, repeatable intake for new SKUs and lower the friction of discovering niche suppliers that would otherwise fly under the buyer’s radar. For categories reacting to seasonal demand or rapid trend cycles, open calls offer a way to test product concepts quickly with limited initial inventory.

How Calls Vary By Format And Scale

Formats vary by retailer size and strategy. Large chains may run centralized, periodic open calls with strict digital submission portals and scoring rubrics. Regional or specialty retailers might keep the process informal—inviting suppliers to demo days or accepting samples at buyer meetings. Hybrid approaches combine digital pre-screening with live follow-ups for finalists.

Who Participates And Who Decides

Participants typically include category buyers, merchandising managers, category analysts, supply chain or logistics representatives, and sometimes store operations or regional managers. Final assortment decisions often rest with the category buyer in consultation with merchandising leadership and supply/logistics stakeholders to confirm lead times and fulfillment feasibility.

How Suppliers Should Prepare For An Open Buying Call

• Product Pack: Have clean product images, package measurements, unit weight, and UPC/GTIN ready.
• Commercial Terms: Set clear MSRP, wholesale pricing, MOQ, and suggested launch promotions.
• Operational Proof: Be ready to demonstrate production capacity, typical lead times, and fulfillment options (direct ship, 3PL, cross-dock).
• Compliance Files: Gather MSDS, test reports, certifications, and country-of-origin documentation.
• Pitch Materials: One-page sell sheet, point-of-difference bullets, and sample merchandising displays or digital assets.

Common Evaluation Criteria Buyers Use

• Category Fit: Will the product sell alongside existing SKUs and complement the category strategy?
• Profitability: Margin potential after promotions, slotting fees, or discounts.
• Supply Reliability: Ability to meet volumes and maintain service levels during promotions or peak season.
• Differentiation: Unique claims, patents, branding, or formulation that reduces direct competition.

Practical Example

A regional grocery chain schedules a quarterly open buying call for emerging natural-food brands. Suppliers submit product pages through the retailer’s portal for initial screening. Shortlisted suppliers are invited to an in-person demo day where buyers sample products and discuss shelf placement. The retailer pilots two SKUs for eight weeks with limited store distribution and tracks sell-through; successful pilots are then rolled out wider with negotiated terms.

Tips For Suppliers To Increase Success Rates

• Tailor The Pitch: Explain precisely which planogram space or category the product targets and supply sales velocity benchmarks.
• Offer A Low-Risk Pilot: Propose limited-time, limited-store trials or vendor-managed inventory (VMI) to reduce retailer exposure.
• Be Data-Ready: Present historic sell-through, consumer ratings, and comparable SKU performance where available.
• Follow Submission Rules: Meet file format, sample quantity, and portal deadlines — failure here often disqualifies otherwise strong offers.

In short, the Open Buying Call is a structured channel retailers use to source new products and suppliers efficiently. For buyers it accelerates assortment innovation and risk-managed testing; for suppliers it’s a direct route to earn consideration in a retailer’s assortment — provided they come prepared with the right data, samples, and commercial terms.