An excerpt from the white paper, Fact Finding and the Single Copy Newspaper Business: Picking Your Scan Based Trading Partner, describes both perspectives of this scenario.
“When distributors face risks, they respond by reducing the risk,” wrote Professor Bloom. “Other than raising the price to the retailer, the most common way to mitigate risk is to cut supply, aiming for a sell out.” By aiming for a sell out, a distributor remedies the reconciliation challenge of reverting scan sales into the “deliveries less returns equals sales” format of their route accounting software. The reason is simple – the sales nearly always equal the delivery, because the returns are zero.