Increased retail sales were an important benefit of the CRP program for P&G and its
distributors. Sales of P&G products through CRP retailers increased 4% more on average during
1993 than sales through non-CRP retailers. Although some of this difference could be attributed to
faster-growing retailers adopting CRP, Drayer believed that some of the gain was due to sales
gained from competing products due to reduced stockouts, lower retail pricing, and expanded product
selection in the store. However, even if only 1% of the 4% sales increase was due to competitive
share gains, this represented a huge competitive and economic gain for P&G. One food division
manager said he would "gain more market share by expanding CRP than through [product] line