It is a slogan coined by or for Dawn Primarolo, UK Minister for Public Health, who used it to welcome the commitment of major UK retailers to work with her Food Code of Good Practice. She said retailers provided neither a scapegoat or a panacea for people's unhealthy lifestyles; people are ultimately responsible for their own health. But retailers who helped to shape people's minds and tastes would help shift the commercial landscape; to one where children saw fruit at eye level and not candy bars, for example. She sees that major retailers are headed for the same destination, albeit perhaps not travelling on the same path. She clearly likes the progress that she sees in the major corporates' initiatives. What is the big deal: No-one likes to say they are selling stuff that is bad for you! But setting aside any cynicism, her fundamental point is correct. Influencing shopping baskets creates and reinforces behaviour. What the major stores do today will impact what everyone does tomorrow.
Retailers need to introduce new products to provide their shoppers with "good news" and to generate interest. But for each new product that you introduce you need to consider delisting an existing line. Easy, you might think. I will just print out the list of products in the category and take off the one with the lowest sales. However, if you do this research from the US suggest you might be wrong. What you need to consider is what sort of demand you have for each product, a white paper by Demand Tec, a US specialist software provider shows. It says that there are two kinds of sales: incremental sales, when products add to the total shopper spend and are not readily substituted by another item transferable sales, where shoppers find an alternative easily when it is not available. Using its software, it shows a category with 50 products from top seller to bottom seller. At the same time it also measures the incremental sales each product provides. The number 50 in ove...
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