It makes no sense for a manufacturer to upset the retailer’s apple cart and attempt to create a shelf, section, category, or display that is at odds with the retailer’s vision. For an extreme example, imagine attempting to get sixteen feet of shelf space for various types of razor blades at a convenience store. This doesn’t make sense for many reasons. Subtle examples are also relevant. Imagine trying to talk a dollar store manager into removing performing competitors in order to place your “better and best” products on the shelf. So the point here is, what is stated below must be taken into context with the overall go-to-market strategy of the store. That said, now we can dive into the conflicts, and how manufacturers can define stores as “perfect” within that context.