"Slotting allowances are paid by food manufacturers to retailers in order to get items onto shelves. The money is paid upfront and often varies with the number of stock keeping units (SKUs) introduced and the number of stores in which the products will be stocked. The term comes from the act of creating a space — i.e., a slot — for an item in a warehouse or on a store shelf. The origin story is that retailers at some point started demanding that vendors compensate them for the costs they incur in helping launch new products (which often fail). The reality is that the money involved is now significantly higher than the cost of rearranging products. In effect, retailers are selling off their real estate."A pergunta:
"If one believes that smaller firms are more likely to develop truly novel offerings, then one has to wonder whether paying to gain distribution keeps those new products off of shelves. Paying upfront money to the retailer doesn’t create value for the customer but does create a barrier to entry. This would be particularly true if overall demand for a category is not really growing. A new product then is largely just going to shift sales from Product 1 to Product 2. If Product 1 is made by a deep-pocketed multinational, then it can easily afford to launch a new product (say, 1A), outbid the maker of Product 2 for shelf space and protect its sales."Ao chegar aqui, recordei logo um dos meus heróis de 2010, a Purdue.
Até que ponto a prateleira certa para uma PME com um produto verdadeiramente inovador é a deste tipo de distribuição?
Há os que têm paciência estratégica e percebem que "volume is vanity and profit is sanity". Cuidado com a prateleira que se escolhe!
O que é bom para os grandes não é necessariamente o melhor para os pequenos grandes inovadores.
Trechos retirados de "Paying for grocery store shelf space"
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