Image Recognition (IR) has rapidly become one of the most transformative technologies for Consumer-Packaged Goods (CPG) companies, retailers and the teams executing the plans live in-store. From streamlining field sales activities to providing real-time insights on key execution metrics, IR is reshaping how brands engage with the physical store. But with innovation comes confusion. As IR adoption increases, so too do the myths and misconceptions around what it can (and can’t) do.
Let’s set the record straight.
Myth #1: “Image Recognition is just about taking pictures of shelves.”
Reality: Shelf photos are just the beginning. Modern IR platforms extract structured data from images, think OSA, planogram compliance, share of shelf, pricing, and promo execution. This isn’t digital photography; it’s advanced analytics. IR turns shelf data into actionable KPIs that drive retail execution and commercial decisions. Plus, the latest and greatest IR solutions, don’t even require the user to capture a photo or video, it can all be done live, on the device via AR solutions (more on that in a future blog post).
Myth #2: “It’s only useful for big supermarkets.”
Reality: IR works just as well in small-format stores, bars, restaurants, and pharmacies, places where visibility is hardest to achieve. CPGs with a strong presence in on-the-go, out-of-home, on-premise or OTC channels are already benefiting from IR to track coverage and execution in these more fragmented environments.
Myth #3: “It’s too expensive and complicated to deploy at scale.”
Reality: Advances in mobile tech, cloud computing, and AI have made IR more accessible than ever. Today, reps can capture shelf data using standard smartphones. With scalable cloud infrastructure and flexible pricing models, IR is now viable for global rollouts and pilot projects alike, with clear ROI metrics tied to shelf performance.
Myth #4: “You can’t trust the accuracy.”
Reality: The best IR platforms, including Trax’s, have accuracy rates that far exceed human performance in identifying products, facings, and compliance issues – think 40%+ better detection. Machine learning models improve over time and are continuously validated. In many cases, IR brings consistency and speed that traditional manual audits simply can’t match.
Myth #5: “IR only works on perfect shelves in perfect stores.”
Reality: Leading IR solutions (like Trax) can handle messy real-world conditions, cluttered shelves, price tags, shelf talkers, and product variants, but yes, accuracy does improve with better image capture.
Myth #6: “IR can replace traditional data sources entirely.”
Reality: IR complements, not replaces, other sources like POS data, sell-in/sell-out reports, CRM data, retailer data or field team feedback. The best insights come when IR is integrated with broader commercial data to allow for smarter, better informed decision makings both at store and HQ level.
Myth #7: “It’s a nice-to-have, not a must-have.”
Reality: In an era of squeezed margins and fierce competition, executional excellence is non-negotiable. IR enables field teams to work smarter, improving visit productivity, driving sales uplift, and reducing audit fatigue. It’s not just about visibility, it’s about winning at the shelf, every single day. The granularity of data made available through IR can also be a key factor for the HQ based team when considering category planning, range, distribution, promotional agreements and much more.
Final Thought:
As CPGs are increasingly competing on execution as much as innovation, Image Recognition is moving from optional to essential. Whether you’re managing thousands of SKUs in supermarkets or tracking brand presence in bars, IR brings the objectivity, speed, and scalability that modern field teams need.
And as with any powerful tool, success starts with understanding. So now that we’ve cleared up some of the common myths, we can focus on unlocking the true value of shelf intelligence.
If you’ve previously believed any of the myths and you’d like to explore how IR solutions could support your business, let’s talk. Whether you want to just learn more, discuss a pilot or improve an existing programme, I’d be happy to share ideas and examples. Drop me a message or connect via: Get in touch – Trax Retail.
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