No more sitting on the fence - the right shelf space balance for multinational product ranges

Wolfgang Frost and Thomas Rodenhausen

This paper describes a study conducted to simultaneously meet two objectives: efficient use of retail shelf space and harmonizing a line-up across countries to decrease the number of variants across four European countries without compromising the availability of local hero variants.

Purchase behaviour
Bath toiletries, soaps
POP & in-store
Game & virtual reality research
Strategy

No more sitting on the fence – the right shelf space balance for multinational product ranges

Wolfgang FrostSara Lee, Germany

Thomas RodenhausenMediaTransfer AG Netresearch & Consulting, Germany

BACKGROUND AND BUSINESS OBJECTIVES

Sara Lee Corporation...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

Get a demo