By Harve Light, Churchill Systems, Inc.
Promotional space planning can be a major merchandising strategy for any retailer in today's competitive market. Yet, only a handful of retailers take full advantage of this strategic promotional opportunity. The reasons vary, from "We don't have the time or the staff!" to "Our stores are all laid out differently; I just want to rent promo space to the vendor." The common result is that available promo space gets compromised, or a "one size fits all" is applied. I would argue that, through the combination of human expertise and advanced technology, every retailer can improve their revenue and profit margins.