Shelf Conditions Still Count to Win Consumers


August, 2019

Despite the convenience (and popularity) of ecommerce, brick-and-mortar stores continue to drive the majority of sales for FMCGs. According to industry forecast reports, 80% of grocery shopping in 2025 will still be done in-store.

The opportunity to drive brand growth and consumer loyalty at the shelf is and should continue to be a priority for Consumer Packaged Goods (CPG) companies. Yet, 80% of CPG companies are unsatisfied with their ability to execute at the store level. Herein lies the conundrum.

Too many manufacturers overlook the business value of arming their field reps with retail execution tools that can improve shelf conditions on the spot. For many it’s not even a priority. 

Only 39% of Tier 1 CPGs believe efforts to increase retail execution efficiency and productivity is a top issue. It seems as if a majority of CPGs have accepted the idea of:

  • Losing 14% of sales due to ineffective execution at the point of sale
  • Collecting shelf data that is only 60% accurate
  • Spending 20 human hours to audit 10,000 products

Here’s the thing: there are retail execution efficiency and effectiveness enablers available in the marketplace. For example, Image Recognition apps can reduce manual efforts. Sales Force Automation solutions that offer Guided Selling can add speed and organization to store visits.  Supervisor Coaching tools can ensure sales goals are hit more consistently.

If you want to take advantage of the many innovative, mobile-based tools that can enhance field rep productivity and the collection of intelligence at the store level, click here.