ABSTRACT
Barriers occurs in-store because of operational failures, stock control and delivery, shelf stocking and 'silos', where in-house rivalry and contrary instructions hinder the shopper/customer. Barriers also occur through a failure to develop a relationship with the customer, losing their trust, contradicting their mindset and muddling their view of the brand. Organisational structure can effect this where businesses operate through a silo structure. The silo mentality of some businesses can affect sales. Virgin One Account had some 75,000 customers but, seeking more, ran a series of advertisements commissioned by their marketing 'silo'. Direct and indirect competitor dealings within category would also be helpful if they can be established. The view and a benefit analysis of each of the stakeholders follows; looking at shopper, retailer, supplier and internally management, sales, marketing, supply chain, finance priorities, focus and targets. The frequency of promotions will affect the consumer's reference price and hence can lower the height of the promotional spike in sales.
