Illuminating blind spots in store strategy execution

"The environment for consumer goods manufacturers is becoming increasingly unforgiving: not only is greater choice, better availability and sharper pricing leading to more competition, but demand is harder to predict and trend cycles have dramatically shortened. What's more, both the brand narrative and the shopper journey are being fractured by new channels, not just those across the modern trade-to-traditional outlets spectrum, but also HORECA and pharmacies."

"Then there is the situation at the point of sale. Items are regularly out of stock or incorrectly merchandised, prices change frequently, shelves are highly competitive and promotional plans or planograms are applied unevenly across locations. Despite the complexity, legacy tools are still used, meaning brands are unaware of the on-the-ground reality."

"While tech has advanced, many brands still use tools that neither connect nor exchange information effectively, resulting in silos that feed off poor data. That causes downstream problems: if, for instance, a tool for in-store pricing lacks real-time, accurate analytics, the RGM/TPM outcomes will also be poor."

Consumer goods manufacturers face intensifying competition from increased choice, unpredictable demand, and shortened trend cycles across fragmented channels including modern trade, traditional outlets, HORECA, and pharmacies. Despite heavy investment in marketing and trade promotions, brands struggle to measure ROI and prove campaign effectiveness due to gaps between action and outcome. At the point of sale, persistent problems include stock-outs, incorrect merchandising, frequent price changes, and uneven promotional application across locations. Legacy tools create information silos and poor data quality, preventing brands from understanding on-the-ground reality. This lack of visibility reduces intervention capacity when execution fails, causing shoppers to switch to competitors. Real-time, actionable intelligence delivered at the point of sale is essential for effective retail execution and competitive advantage.

Read at www.independent.co.uk