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Improving on-shelf availability remains a key goal for retailers and manufacturers with research continually showing that shopper loyalty to stores and brands is eroded over time when continually faced with out of stocks. With promotions having a greater influence than advertising, merchandising or advocacy in persuading shoppers what to buy, product availability remains the biggest challenge to promotional effectiveness.
This online resource examines the challenges in five key areas of the supply chain, identifying the weak points across the chain that impact on the availability of promoted products in store and highlighting best practice processes and activities that enable improved promotional availability:
Manufacturers
Regardless of the size of the organisation, manufacturers need to carefully balance production efficiencies with the requirement for supply chain agility and the need to maintain product availability.
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Retailer Head Office
Retailer Head Office functions play an important role in affecting On-Shelf Availability. The interaction that these functions have with suppliers, distribution centres and stores are paramount.
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Retailer Distribution Centre
Distribution Centres are pivotal to supply networks, providing locations from which to distribute a vast range and volume of products from across many organisations.
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Store
Stores are the place where shoppers experience their “first moment of truth” with On-Shelf Availability being a culmination of actions and decisions that have taken place along the supply chain.
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Shopper
What suppers buy, together with when and how they buy them are key drivers of supply chain activities. As such, when shopper behaviours change, so to do the demands on supply chains. More information >> |
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Promotional On-Shelf Availability - Next steps:
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