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Shelf space – the final
frontier?
Getting a brand listed in the key retailers is only part of the
challenge facing FMCG manufacturers. Once the product is in-store, there
are still a number of pitfalls which could prevent it from maximising
its sales and profit potential. Is the product appearing on shelf as
agreed with the retailer? Or are out of stocks occurring? And is your
product getting the space it deserves?
A leading grocery retailer decided to extend the overall share of space
it gave to the moisturisers category on the fixture, at the expense of
facial cleansers. A health and beauty manufacturer with brands in both
categories was threatened with losing half of its cleanser facings and
shelf space.
The issue was discussed in order to plan a defence strategy. It was
decided that a combination of named account data and actual shelf space
measures should be used to defend the manufacturer’s position and
highlight other competing products that had a level of space that was
not warranted given their sales performance.
The space-to-sales analysis conducted was wide-ranging but highlighted
that the manufacturer had a fair share of space in terms of value share
of the sector and share of the number of lines stocked. In terms of
linear shelf space, it convinced the retailer of the benefits of
increasing its allocated space. A rival manufacturer was highlighted as
being over-faced.
To find out more about how we can help you to maximise profits in-store,
please email us:
info@retailsmart.com |
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