fond de rayon

Sinaloa237

Member
France, French
Hi,

A precise question from a retail environment: how would you translate "les produits de fond de rayon", which, at a retailer, oppose to the promoted products (different prices and sometimes, different positioning on shelf)?

Thanks
 
  • Merpero

    Senior Member
    English-United Kingdom
    I think the translation of "fond de rayon" could well be "behind the counter".

    A few years ago, I read an article in an English magazine, which said that you could often buy your medicines and ointments etc much more cheaply if you first asked the pharmacist if they had available a "behind the counter" alternative.

    But I don't know if this is what you meant exactly? The information I have given can only be applied specifically to a chemist's shop I think.


    Speaking specifically of chemists, I've also heard the term "BP" used in England to describe these "fond de rayon" products. But I have no idea what this "BP" stands for. Does any body out there know what "BP" stands for?
     
    Last edited:

    Merpero

    Senior Member
    English-United Kingdom
    If you are speaking of such things as, for example, a can of baked beans, sold under the Supermarket's own brand label, at a much cheaper price than a can of baked beans with a well-know manufacturer such as "Heinz" would cost, then, the expressions I personally am familiar with are:-

    "own-brand products"

    "economy products"

    Oh, thank you Already Seen, perhaps that's it!
     

    Already-Seen

    Senior Member
    US
    French - France
    If you are speaking of such things as, for example, a can of baked beans, sold under the Supermarket's own brand label, at a much cheaper price than a can of baked beans with a well-know manufacturer such as "Heinz" would cost, then, the expressions I personally am familiar with are:-
    Those are marques de distributeur (MDD). That's the term used in marketing anyway. Not sure about the everyday term for it. (I don't think it's "fond de rayon" but I could be wrong.)
     

    bobepine

    Senior Member
    Canada, English & French
    By the way, welcome Sinaloa237!

    I'm going out on a limb here, but could this refer to "bottom-shelf items", as opposed to "top-shelf"?
     

    Sinaloa237

    Member
    France, French
    Thanks a lot for your answers. Shelf items (both top and bottom!) might be a possibility, no?

    Already seen, Merpero -->
    I confirm that Own Brand or Private Label stand for Marque de Distributeur (MDD) in French, or marque propre (less common).
    Economy products will be Premier Prix in French

    As far as Behind the counter is concerned, I have heard and used it in non-self service retail environment (chemists, but also traditional groceries, etc.)

    I will keep you posted on this!
    Thanks again
     
    Hi All,

    I think "Produits de fond de rayon" would be the national (or global) brands such as Heinz, Coke, Kellogs opposing to the "marques distributeurs ou MDD" also called private lable products that you can find in Marks&Spencer in the UK, Auchan, Carrefour, Cora in France that represent 90% of sales in a super/hypermarket.

    Having said that "in-aisle" products seems to be the best translation to me.

    Can a retail specialist please confirm?
     

    boterham

    Senior Member
    French, France
    Hi All,

    I think "Produits de fond de rayon" would be the national (or global) brands such as Heinz, Coke, Kellogs opposing to the "marques distributeurs ou MDD" also called private lable products that you can find in Marks&Spencer in the UK, Auchan, Carrefour, Cora in France that represent 90% of sales in a super/hypermarket.

    Having said that "in-aisle" products seems to be the best translation to me.

    Can a retail specialist please confirm?
    No, to me those can be products of any brand including budget products that are less exposed to the customer's attention. They are placed at the bottom of the aisle display where fewer people go and so low you almost have to bend to your knees to read the shelf tags. You know that suppliers do pay to place their products on the best spots of the various gondolas (aisle-end display, eye-level height, etc)
     

    diamant

    Member
    English, India
    For the benefit of future users, I came across the following definition for "fond de rayon":

    Dans le domaine de la grande distribution, le fond de rayon désigne l’ensemble des produits mis classiquement en rayon par opposition aux produits faisant l’objet d’une mise en avant en tête de gondoles ou sur d’autres espaces promotionnels. Dans un hypermarché, le fond de rayon représente plus de 90 % des ventes.
    Dans un autre contexte d’usage, le fond de rayon peut également désigner des produits à faible rotation peu demandés par les consommateurs.
    Source: http://www.definitions-marketing.com/Definition-Fond-de-rayon

    So, I guess "bottom-shelf" product would be the best translation for it...
     
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