Gondola Dead End
Jason Frichol
Gondola Ends, End Caps, end-of-aisle displays. Whatever you call them. Treasure, appreciate, respect, dress and love them. They don’t come around as often as you’d like, so give them a big hug and don’t let them go.
Gondola Ends are arguably the most valuable real estate in the store and one of the best drivers of incremental sales, thus they’re hellishly expensive too. The pedestrian approach is to buy this expensive space and offer a further discount on product.
Using this approach, many brands will show great volume lift, but are usually pressed to show good margins if one looks at Gondola in isolation.
The scramble for Gondola Ends usually happens after the biggest groups have completed their trading term agreements with the retailers and taken the lion’s share of prime space (and prime periods) for the next annual promotional calendar. When this happens most aren’t necessarily satisfied with their space allocation or ...
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Jason Frichol
Craig Ballantyne
Wendy Smith
Wendy Smith
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Gondola Dead End
Gondola Ends, End Caps, end-of-aisle displays. Whatever you call them. Treasure, appreciate, respect, dress and love them. They don’t come around as often as you’d li...The tables have turned on customer care
Is your cash flow walking on a tight rope?
Do we need Hypermarkets?
The True Cost of Point of Sale Material
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SERVICES BLOGS
The tables have turned on customer care
FMCG brands need to give more attention to their consumer care strategies as regulatory frameworks and consumer demands dictate the accuracy and speed at which they respo...Do we need a joint approach to a renewable en...
How to price better against the competition
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The Power to Surprise at Pre-Tail™
I work in one city and live in another. I rent a car nearly every week and usually opt for the two lowest classes, either a 1.3 or 1.4-litre engine choosing air-condition...Woolworths enters the supermarket fray
Retail buying: simplifying the terms of purch...
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