Availability may be a well-coined retail term but when you consider the array of consumers visiting today's supermarkets, it takes on a renewed prominence.
This is particularly true within confectionery - if there are gaps on the shelves and the right product isn't on display, customers will shop elsewhere.
The confectionery category in the grocery channel grew by 6.9% in 2007, but research shows that low availability of single confectionery products is resulting in lost sales. Busy workers on a lunchtime break and empty nesters shopping for a premium treat now regularly pound the aisles alongside families doing the weekly shop. These consumers are far more impulsive in the way they shop and maintaining availability levels is vital.
The filled bars market grew by 3.8% within grocery in 2007, and confectionery singles now account for a quarter of all sales. What's more, 30% of customers shopping for their lunch will also pick up their favourite confectionery product. While clean aisles, fully stocked shelves and clear signposting will drive shoppers to the main confectionery displays, impulse purchases present large stores with a lucrative opportunity.
Maintaining availability of single confectionery products in busy locations next to newspapers, sandwiches and other snacks will increase spend.
Has the number of customer complaints about the price of goods increased recently?
