For reasons of inventory management in the mass market, we can offer our products in only 4 to 5 popular colors at any one time, as long as it is sufficiently popular to represent at least 10% of the total sales volume for that item across the nation.
While this regrettably limits consumers' selection, compelling business reasons for it are quite obvious. Our customers, the retailers, want to carry every item in its full color range but have only limited capital to stock in each. Furthermore, retailers expect that Rubbermaid will sell them only colors with fast turnover in their stores. We depend on living up to this expectation.
Therefore, we not only closely monitor the sales of our products by colors, but we conduct consumer color preference surveys in major metropolitan centers around the U.S. at least 3 to 4 times every year, to detect changes and strong trends.
answered 1 year, 11 months ago
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