When I say more exclusive, I mean within their existing product range. Not competing with St. Lawrence Market. For example, instead of plain Vanilla Haagen-Dazs maybe have the flavours that are harder to get but are available in Canada.
Two things.........
1) Where grocers have a choice.......they will almost always build out every product range they carry from the best sellers in that range.
This is why pretty much every ice cream line you see has a vanilla in it, and a chocolate, because those are the #1 and #2 sellers for pretty much every brand.
This, of course, results in there being 8 different vanilla ice creams on the shelf, if not more, instead of maybe 3, and then adding a greater range of flavours.
But its overwhelmingly how the industry works. I won't say which grocers, but I will tell you I've made the case for capping certain flavours in multiple categories and instead using secondary/specialty brands to add depth and variety......I've been shot down, every time. LOL
2) In the case of major brands, it would be wrong to suggest a grocer doesn't have some input in what's on the shelf, but its less than you'd think.
Nestle owns Hagendaaz and like the other big players, they pay listings fees to get their products on the shelf in grocers. They literally rent shelf space. This allows them control over eye-level placement, and yes, assortment too.
Grocers do get some input, as they control the overall amount of space in any store. But if you want a more obscure Hagendaaz, you can write to the former, or to Metro......
I should add freezer space is at a premium.
Store managers are sent planograms from head office when new products are added, and when there's a total re-line every six to twenty four months. They are expected to follow it, and typically have very little discretion to add different products.
Some chains, at some stores, do provide a small amount of budgeted space to store manager's to use at their discretion.
Or focus on always having product and not selling out when they have sales. That's one of my biggest pet peeves about Metro.
Now that is within the control of the chain / store management to a huge degree. The only thing I will say in their defense is that some of the smaller stores are very tight for storage space in the back, and have limited room for 'overstock' or bringing in more than they can fit on the shelf as it is normally laid out.