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Persistent stockouts cause a dent in our relationship with retailers.
Brand owners need to carefully nurture their relation with retailers who agree to sell their products. Such retailers create a space in their planogram to display our products. This space is the most valuable property for them. Many retailers monitor the throughput they make on every square inch of this space.
What happens when the designated space on their planogram is empty? It’s not only the brand owners who lose their revenue and corresponding profits, retailers also suffer in terms to their revenue and profits.
Retailers also suffer in terms of their reputation if consumers find empty spaces on their shelves.
For brand owners to improve their relations with retailers, they must improve availability and minimize stockout instances. Else they run the risk of getting delisted. What would be the cost of such stockouts and resultant delisting?
Point to ponder…