Speed To Shelf
Joe Crafton, President of Crossmark Agency, discusses the way in which the world of marketing and distribution have sped up, pointing out that suppliers are paying for speed-to-shelf initiatives to get new products on the shelf within three days of breaking the advertising. Marketers no longer tolerate a slow build to distribution. Even though it has traditionally been the domain of sales, today it's marketing's job to get a product in front of the right people at the right time, and speed-to-shelf exemplifies speed in marketing.
“Even though it's traditionally been the domain of sales, it's marketing to want your products in the right place, at the right price, on the first day that it's available for sale.“
- Joe Crafton
- Published June 2010