I'm hoping somebody can discuss with me the "empty shelves" A2M...

I'm hoping somebody can discuss with me the "empty shelves" A2M situation as yes I've seen similar and I have to say I'm not entirely the biggest fan of it. Whilst I semi-agree it creates an impression of brand desirability......long term an inability to access your preferred product is highly negative

I believe there was decent marketing research done over the years which shows when a consumer cannot access their preferred brand for a certain period of time they will then buy another brand. The risk then becomes what if they decide that the other brand is "good enough" and stick with that one instead.

Getting people sticky to your brand takes time. Having empty shelves isn't that great.