The old axiom “share of shelf space should reflect share of market” is more critical than ever with merchandisers today. Why? Because a typical supermarket, for example, currently stocks over 40,000 items, and new products continue to be introduced at ever increasing rates.
Today over 1,000 new items are introduced per month. This is 10 times the rate that existed in the 1970s. As a result, “deals” (like bartering additional product to the store in exchange for guaranteed shelf space) have skyrocketed. While at the same time, increasing portions of promotional budgets are being allocated to stimulate distribution, on-shelf merchandising, and end-of-aisle locations.

Total expenditures to invigorate on-shelf merchandising in supermarkets (and retailers selling electronic products) have more than tripled in 10 years, to over $100 billion annually.

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This entry was posted on Friday, January 25th, 2008 at 5:17 pm and is filed under Best & Brightest Barter. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.