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Covid19: Why is toilet paper missing from the supermarket shelves?

In my analysis of the 9 impacts of Covid19 on the retail sector, I pointed out the irrational behaviour of consumers at the beginning of the confinement phase. We will all remember the rush for the rolls of toilet paper. It is clear that as the weeks go by, the shelves often remain empty.

If you want to understand what it takes, I advise you to watch this video. It follows an investigation by a journalist on Medium. What this report reveals is quite fascinating. Diving into the heart of the supply chains highlights the difference between B2C and B2B.

It is in these two completely separate supply chains that the answer to the existential question is to be found: why is toilet paper always missing from supermarket shelves?

Beyond this example, the American journalist highlights the fact that B2B and B2C channels are very different. These two value chains are so separate from each other that they become hermetically sealed, and the factories of one cannot supply the other. Another interesting point is that these B2B / B2C value chains also coexist separately for other products such as bananas and beer.

The video clip is exciting and will no doubt make you want to read the article I referenced at the beginning of this post.

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Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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