What is On Shelf Availability or OSA?
OSA stands for “On Shelf Availability” and applies to consumer products.
Making available to the shopper/consumer the right product, in the right place, at the right time and at the right price is the objective of any FMCG company, would it be manufacturer or distributor. One point is obvious: if the product is not in store when the customer wants to buy it, it will not sell!
OSA is sometimes confused with “out of stock“. However, while it is true that a stock-out harms OSA and that avoiding it is fundamental, it is ultimately only one link in a much longer supply chain. Ensuring OSA, avoiding stock-out, implies total coordination from manufacturing to the act of purchase, rightly qualified as “moment of truth“, in terms of:
- Demand planning
- “Manufacturer” supply chain to serve distributor warehouses
- Supply chain “distributor” to serve stores
- In store shelf replenishment