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Myth-busting – “Shelf Space Should Equal Market Share”


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My thanks to Omar K from the Linkedin Trade Marketing Experts group for raising a perennial question:

“What is the relationship between value sales, volume sales and share of shelf?”

At the heart of the question is one of the biggest myths of retail marketing: that a brand’s share of market should be reflected on shelf. Initially this has a ring of logic to it. If i have 30% of the market, surely I should have 30% of the shelf?  But hang about,  should that be value share or volume share? And share of what – total market? Channel? Retail sales? What about share of the profit the category makes for the retailer? Shouldn’t sales velocity and refill rates be accounted for? What about GMROII? And oh,  and where is the retailer’s strategy in all this? So it’s a complicated issue right? [Read more…]

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engage support their consumer goods clients with a range of products, covering three areas of activity as folows:

Commercial assessment. We use bespoke technology in the form of engageAssess™ to assess how organizations perform – benchmarking – adn to diagnose the reasons why activities are not performed at a higher standard. This could be a lack of information, business process, communication, capability, organizational structure or motivation.

Strategy. We have developed a unique approach to connecting consumer priorities to the in-store world controlled by retailers, called Purchase Activation™. We work with our clients to develop effective consumer marketing strategies and then use bespoke research methodologies and analysis tools to identify the most appropriate in-store marketing mix to deliver best returns. Our tools enable our clients to calculate returns on in-store marketing investment. Lastly we work with our clients to develop an effective proposition to motivate retail partners to support their brands in-store.

Enabling. We work with our clients to better enable their teams to perform better by implementing new business process, organization structures, roles and responsibilities and competency.