At that time it was estimated that 30 to 50 per cent of supply chain cost was in the retail
store moving the goods from the delivery vehicle to the shelf for the
consumer (the so-called last 50 yards). The retail productivity driver
continued to be a powerful force in the organization and had a strong
influence on the design of the second-generation plastic tray. This was
developed in a very short time span of two years and would later have a
much wider impact with far-reaching implications beyond the
company’s own supply chain. (Figure 6.3 shows the same-size trays in
other food retailers in the UK, albeit covered up in Figure 6.3e for
merchandising and promotional reasons.)