Out-of-Stock Battle Rages On
March 15, 2012 by Newsfeed Editor
Two recent news items underline the need for exceptional execution at shelf level and the value of at-retail merchandising and marketing service providers who are on the front lines of retail every day. The industry will be getting together in one short month for The Retail Merchandising & Marketing Conference (RMMC). The event will be held on April 14-17, 2012 at Saddlebrook Resort, north of Tampa.
In mid-February, the chief merchandising officer of Wal-Mart told a group of suppliers that the retail giant could boost U.S. sales by $5 billion per year by keeping store shelves fully stocked. The company later said the amount was a rough estimate designed to motivate employees and suppliers, but the point was delivered loud and clear. Wal-Mart does currently work with a NARMS member to walk the aisles and monitor for out-of-stocks.
Another news item reported on an AisleBuyer study that said 75 percent of consumers would switch brands if offered real-time mobile promotions by a competitive product delivered to their smartphones while shopping in a store aisle. The promotion and the medium are more important to smartphone owners than brand loyalty. With these factors making a major difference, it is not hard to imagine what would happen if the consumer encountered an out-of-stock after getting the promotion. A major opportunity missed.
The issue with out-of-stocks is simple: if it is not on the shelf, it is not for sale. Even the largest retailer and the most savvy brand marketer are a prisoner to that simple truth. Luckily, the members of NARMS are experts at providing merchandising services in-store that can greatly reduce out-of-stocks, boost the bottom line and enhance brand loyalty and market share.
The members of NARMS are getting together at the RMMC to discuss these and many other important topics. A voice from every member of the association is crucial to the future of the association and the industry. If you have not already registered, the only thing missing is you! The agenda and conference registration, as well as sponsorship and exhibitor opportunities for the 2012 RMMC are available now at the Conference Center on www.narms.com. #RMMC561