A Cross-Category Analysis of Shelf-Space Allocation, Product Variety, and Retail Margins

Byline: JEONGWEN CHIANG (1), RONALD WILCOX (2) Keywords: cross-category analysis; retailing; shelf space Abstract: Retailers' allocation of shelf space as well as the breadth of varietyoffered varies across categories. Many researchers have developedheuristics for determining what retailers should do with regard tothese decisions. We explore how these constructs are actually relatedin practice. We utilize data obtained from Marsh Supermarkets, a largeIndianapolis-based grocery retailer, to explore the relationshipsbetween these variables. The results of this analysis are a set of rawfacts concerning the relationship between some of grocery retailers'more important category-level decisions. Author Affiliation: (1) Department of Marketing, John M. Olin School of Business, Washington University, One Brookings Drive, St, Louis, MO, 63130 (2) Department of Marketing, Graduate School of Industrial Administration, Carnegie Mellon University, Schenley Park, Pittsburgh, PA, 15213-3890 Article History: Registration Date: 20/09/2004