"Space Management" may sound like something from a Star Wars movie, but, as any retailer will tell you, managing the space in a store is absolutely critical to successful business. For example, did you know that UK supermarket Sainsbury's managed to achieve a 40% gain in space utilisation from their tinned tomatoes in 2005 just by packing them in rectangular cartons rather than round tins? Genius!

So, what is "Space Management" all about, and what does it mean for Skype retailers?

Riccardo Bologna from TX - Think Xtra gave Skypegear the full story.

"Basically, all product packaging are designed to bring maximum brand awareness and take up as little space in stores as possible while still offering the shortest turnover cycle.

Each [Skype] product comes in two standard sizes: full-size and half-size. With this system, retailers can always calculate the precise space needed for a campaign and compare that to the cost per square metre. The solution is really simple: if the retailer is runs out of full-size products, the empty spot on the stand can easily be stocked with two half-size products".

Think Xtra are helping Skype increase sales in retailers throughout Europe, so hopefully Riccardo and his colleagues will be rushed off their feet managing all of that "space" left as the Skype phones and accessories fly off the shelves!