From Shelf To Checkout: How Brands Can Stand Out At Stores
Forbes, July 10, 2014
“Tougher competition is making retailers strive even harder to increase store productivity. And each year sees a rise in the number of shoppers waiting until they’re in the aisle to choose a brand, often making up their minds in just a few seconds—and reconsidering their choice every other time they buy.
Meanwhile, the number of products is continually
expanding while shelf space shrinks, due to the rise of private labels and smaller retail formats. Faced with increasingly complex decisions about which products to place where and how to properly activate them, sales teams are often ill-equipped to make the right trade-offs. As a result, shelves are cluttered, promotions are inadequately executed, brands struggle to stand out, and sales productivity ratios stagnate, at best.
More than ever, regaining control of the in-store experience is critical for brand growth.”