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Customer Quote by Greg Thain

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““One retailer told us that, as a rule of thumb, sales of a brand will be reduced by two-thirds if it is moved from an eye-level to a foot-level position. Presence””

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Brand Reduced Customer Eye Level Foot Level Marketing Position Presence Retailer Told

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“Hoping to create a little prestige, some retailers develop and advertise premium clothes sub-brands. In 2006, Myer, one of Australia’s largest retailers, launched a…

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“The shift of power to retailers is not an inevitable phenomenon: technological changes and associated innovative ideas have been instrumental in moving power and…

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“Because retail brands are barely differentiated, they are relatively fragile when compared to the largest manufacturer brands, despite having, in general, much higher awareness…

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“There are some FMCG categories where retailers are destined to control mindspace. These are the low-technology, low-image, low-novelty areas. Retailers are likely to be…

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“In markets where consumers are sensitive to quality differences (e.g. washing powder, instant coffee, sanitary protection) the share for generics and copycats usually plateaus…

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