I'm looking for examples of retailers who delisted national brand (NB) from their assortments. With what results has this strategy been carried out? Many thanks.
Dear Salvatore, many thanks for your interesting question! In effect, some retailers have tried to make their brands easier to see and find on shelves by partially delisting NBs, as, for instance, Walmart did with the Hefty and Glad brands to favor its own GreatValue brand or as Mercadona (the largest food retailer in Spain) did with almost 800 items from several NBs, including Nestlé, Calvo and Vileda. However, delisting NBs is a strategy that retailers can pursue only with great prudence, as it could severely harm a retailer’s image and overall sales. Indeed, in some cases, retailers that pursued better shelf placement for SBs by delisting NBs were forced to reintroduce them to counter sales losses and boycotts, as happened, for instance, with the Dutch chain Edah. Best regards. Daniele
Dear Prof. Daniele Porcheddu thank you for your precious clarifying, I will investigate the marketing cases of companies that you have suggested. Regards
Salvatore
Dear Dr. Salvatore Saiu , you are welcome! Thanks again for your intriguing question. Best regards. Daniele
Dear Dr. Salvatore Saiu , I also found that some scholars (see Sloot and Verhoef, 2008) analysed the behavioural consequences (in terms of store switching intention and brand switching intention) of a national brand delisting strategy in different stores and product categories. Their results show that many consumers are brand loyal, but only a small proportion will cancel their purchase if their preferred brands become unavailable. Regards. Daniele
Dear Prof. Daniele Porcheddu thank you for further clarifications. I will see your new reference! thanks
Best Regards
Salvatore
Not at all, dr. Salvatore Saiu ! I really appreciated your question. Best regards. Daniele
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