30% Improvement in On-Shelf Availability - Case Study

The client invests to reserve space for ‘brand displays’ consisting of defined planograms designed to deliver highest saliency as per research. The execution is done by distribution partners but there was no effective way for them to measure execution levels:

• Self reporting by field reps was unreliable
• Random field checks were not feasible

The client suspected that its execution levels at-scale were below its target levels.

• Planogram type: based on size, location and payout to the outlet
• Assortment: all hero-SKUs visible on shelf
• Placement: products were placed on correct shelf in right sequence
• Hangers sachet packs were available on hangers.

• Identified Execution Gaps: Initial Planogram scores were much below target levels. A key insight was that scores were very good for some merchandisers while very poor for others
• Planogram scores improved by 30% within first 2 months
• Distributors found the solution very helpful readily adopted it
• Easy communication: ShelfWatch app also guides field reps on what Planogram should be laid out for each outlet. This make the process of launching new Planograms seamless.