French to English Marketing Retail retailing

I know someone recently asked about this term and that it's in the glossary, but the translations provided - bottom shelf or end-of-aisle -don't seem to fit my context. Plus I've done a lot of research and the word is often used in contrast with promotional items, so I get the sense it means the standard, everyday, popular items. My French friend thinks it refers to everyday best-selling products. It's from a presentation about a major home furnishings retailer. Under the heading, "L'offre," it says: "Maintenir la capacite a gerer des couts en developpant le fond de rayon (le catalogue)."
Here's an excerpt from an article about Danone I found on a web site (the context is a labor strike): "Dananone a pourtant décidé de placer discrètement, "en fond de rayon", les nouveaux produits Danone qui devaient, normalement, faire l'objet d'une promotion "prévue depuis des mois".

Thanks, Karen (P.S. I found this term on numerous web sites, so I'm surprised it's not in any dictionaries or glossaires. Unfortunately, none of the sites had an English version.)