From Gut Feel to Data-Driven: How Shelf Intelligence is Reshaping Retail Execution

For years, retail execution lived in a world of gut instinct, legacy experience, and best guesses. Field sales and brand managers often relied on what they thought was happening in-store, based on anecdotal reports, sporadic audits, or long-lagging sales data. But those days are quickly becoming numbered. 

Today, shelf intelligence is changing the game. 

Thanks to advances in image recognition (IR), we’re now able to move beyond assumptions and toward a much clearer picture of what’s really happening at the shelf, at scale, in real-time, and across every store type, from supermarkets to pharmacies to convenience outlets and even bars. 

So, what’s behind the shift? 

It starts with a camera, usually a mobile phone or/ tablet, for some though it might also be a shelf-mounted device, capturing images of a store shelf. But what happens next is where the real magic begins. Those images are processed using IR technology, which identifies SKUs, gaps, facings, pricing and POSM. The output is a highly structured set of data that gives instant visibility into key KPIs like On-Shelf Availability (OSA), planogram compliance and product placement, share of shelf, and competitor activity. 

The impact of this is huge. Instead of waiting for interval-based reports to realise you’re underperforming in a key region, CPG teams can take action that same day. Not to mention, the legacy reports being used are often riddled with inaccuracies or missing key data inputs.  And rather than sending field reps into stores with a broad checklist, they can now go in with precision tasks: fix this out-of-stock, correct that shelf layout, negotiate better positioning with that store. 

Beyond the operational efficiency, there’s a bigger shift happening, a cultural one. CPG sales and account teams are becoming data-first in how they think and operate. That gut feel hasn’t disappeared (and still has its place), but it’s now guided by evidence and enhanced by timely insights. 

We’ve seen this transformation take hold among both global and regional brands. What sets the top performers apart is their ability to embed shelf intelligence into their wider commercial strategy. It’s not just about reacting to gaps, it’s about informing sell-in conversations, shaping joint business plans, and proving execution excellence to retail partners. 

In short: shelf data is no longer just a tool; it’s a competitive advantage. 

So, what does this mean for you? 

If your field teams are still working from a set of questions on a CRM or SFA solution with delayed reporting and/or limited audits, or worse still, from spreadsheets, it might be time to rethink your approach. The technology is mature. The ROI is proven. The value is measurable. 

Now is the time to move from gut feel to data-driven retail execution. 

Are you ready to see what’s really happening on the shelf—and do something about it? I’d love to hear how you’re tackling these challenges. Let’s connect or drop me a message to see how Trax can help.