The presence of the agreed assortment in stores is of course the responsibility of the distributor. However, the complexity of managing tens of thousands of SKUs and ensuring that all reach the shelves in sufficient quantity is a challenge and it can be very helpful to count with the support and collaboration of manufacturers.
How can a manufacturer ensure the presence of its references on the shelf?
We have seen that there are many reasons why a product might not be in the store where it should be. Once these anomalies have been identified, they can be remedied through negotiation, shelf management or a better demand planning. However, the key to all these processes is the identification of the “non-presence” of references.
Historically, when manufacturers visited and delivered all stores directly with teams of delivery-salespeople, it was very simple to pick the missing items from the sales truck or order them directly for the next visit. With the centralization of logistics, in-store visits have become more limited and there are very few sales forces large enough to allow physical visits beyond hypermarkets, when they are not limited to the largest of them.