It's not an industry that rewards taking your time. The reality of having too much to do and all of it due yesterday shouldn't stop us from investing, if even collectively, in insights. I'm going to narrow the list of a million questions I have down to just three, and I get asked these often:
- How much does adding facings add to sales?
- What's the impact of moving an item up or down a shelf or two?
- What percentage of sales is accrued through inline versus off shelf locations?
This is a rant without answers, but it is also a call to action. If we can't answer these questions individually, and the vast majority haven't, can we study them collectively? I'll be sure to float the idea at the Category Management Association (CMA) conference in September. Who else is interested? Oh and if you aren't going to the conference, why on earth not?