LexiconDemand & Brand
Physical availability
الحضور المادي
Definition
Physical availability is how easy a brand is to find and buy at the moment of decision: an open branch, the item in stock, a delivery app that is not paused. The concept comes from Byron Sharp and the Ehrenberg-Bass Institute; the Doctrine's capacity rule protects it, because demand sent to a closed door is paid for twice.
In plain words
When a customer decides to buy, are you open, in stock and easy to find?
Also searched as
- distribution
- being easy to buy
- availability
- الحضور المادي
Origin and credit
The concept comes from Byron Sharp and the Ehrenberg-Bass Institute for Marketing Science. What the series adds is the application to Saudi multi-branch groups and the decision rule.
Original source
Where it is used
In Beneath Marketing
- Your customer isn't falling down a funnel. They're circling a roundabout.Beneath Marketing · Episode 0 · Six questions instead of four stages
- Your customer isn't falling down a funnel. They're circling a roundabout.Beneath Marketing · Episode 0 · Where your money actually leaks
- Why do people drive past three cafés to get to yours?Beneath Marketing · Episode 4 · The idea beneath
Related terms
How to cite this definition
Alhajj, S. (2026). “Physical availability”. In The Revenue Engineering Lexicon, version 1.0. Riyadh. https://seiflden.com/lexicon/physical-availability/
For the concept itself, cite the original: Byron Sharp, How Brands Grow, Oxford University Press, 2010.