Retailers control shelf purchase and have purchasing data, which means they determine:

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Retailers have the power to decide which products and brands are placed on their store shelves based on their purchasing data and sales performance. They can influence manufacturers to produce specific products or brands, but ultimately it is up to the retailer to determine what will sell in their stores. Retailers do not necessarily have control over marketing products or the overall distribution channel power.

Retailers Control Shelf Purchase and Have Purchasing Data, Which Means