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RETAIL ON‐SHELF PERFORMANCE OF ADVERTISED ITEMS: AN ASSESSMENT OF SUPPLY CHAIN EFFECTIVENESS AT THE POINT OF PURCHASE
Author(s) -
Taylor Johan C.,
Fawcett Stanley E.
Publication year - 2001
Publication title -
journal of business logistics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.611
H-Index - 79
eISSN - 2158-1592
pISSN - 0735-3766
DOI - 10.1002/j.2158-1592.2001.tb00160.x
Subject(s) - business , supply chain , marketing , product (mathematics) , customer satisfaction , stock (firearms) , point of sale , retail industry , operations management , computer science , economics , mechanical engineering , geometry , mathematics , world wide web , engineering
In the retail environment, one key prerequisite to satisfying customers is to have the product available, on the shelf, when and where the customer expects to find it. The study reported here evaluated the on‐shelf stock performance of three distinct types of retailers–mass merchandisers, category killers, and grocery retailers. Overall on‐shelf performance for advertised items was just 83.5% percent. Follow‐up interviews with store managers indicate that availability problems are often the result of merchandising or store operations issues and not necessarily logistics or warehousing problems. However, in today's supply chain world, the real measure of success is satisfaction all the way to the customer's trunk.