Plenty of room to squeeze out sales

The picture that analysts such as Dave Tyrer paint of Tesco and Asda’s efforts to build general merchandise chains because there is no room to increase supermarket sales is misleading (MW January 27).

There may be a problem opening new stores but there is plenty of scope to boost sales in existing outlets. What’s more, packaged goods brands can achieve significant sales growth by taking two simple steps: auditing and improving promotional compliance.

Brand owners and multiples can increase sales performance significantly through the implementation of standard field marketing practices that ensure brands are presented in the right way, be it on a shelf or part of a point of purchase display.

Compared with other options available to increase market share, field marketing costs very little and ensures brand promises are kept where they matter most.

David Louis

Managing director

The Blue Water Agency

Soulbury, Buckinghamshire

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