Retailers control shelf allocations and have access to purchase data. This means retailers determine:

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Retailers control the space and positioning of products on store shelves, which ultimately determines which products and brands are available for consumers to purchase. Retailers may also use purchase data to make decisions about which products to stock and promote in their stores. However, retailers do not control the marketing tools manufacturers use, nor do they directly influence which products manufacturers produce. The power in the distribution channel is shared between manufacturers and retailers, with each party exerting influence in different ways.

Retailers Control Shelf Allocations and Have Access to Purchase Data