Retail Data, Recalibrated: Getting Closer to the Truth on Shelf
Data is becoming a sense of a buzzword today, and it’s not a lack of data that is the issue, quite the opposite, there’s analysis paralysis with the amount of data that brands, companies, and retailers have access to – what’s missing is clarity on the data. At Analytics Unite, we unpacked this issue in our session, Retail Data, Recalibrated, alongside our partners at Haleon. Together, we explored the disconnect between what retail data says is happening, and what’s actually going on at the shelf.
Data says one thing. Store reality says another.
Have you ever received a product performance report claiming your product is perfectly in stock, yet sales won’t budge? Or seen an out-of-stock (OOS) alert despite knowing inventory was just delivered? Maybe leadership is scratching their heads over why internal numbers don’t align with what competitors are reporting. If any of that sounds familiar, you’re not alone.
We see this disconnect consistently, and it’s costing brands big time. Based on Trax analysis:
- Only 40% of planned promotions execute with correct pricing
- 28% of sales are lost due to poor display execution
- Globally, just 70% of products are available on shelf—leaving 3 out of 10 shoppers unable to find what they want
- Only 1 in 4 store conditions match HQ’s intended planogram
Haleon: Getting to the root of OOS with digital shelf data
Haleon leveraged Trax to optimize and better understand the root cause of out-of-stocks (OOS) across a specific retailer. They were receiving data from their retailer, but it wasn’t quite matching what they were seeing on their end and were unable to make corrective actions or decisions from the metrics provided. By combining real-time insights from shelf images, data from our shoppers (via Shopkick), and data collected by field merchandisers, Haleon was able to move from assumptions to action.
This approach revealed common retail execution issues like:
- Phantom inventory
- High demand spikes
- Distribution gaps
- Labor constraints
- Low facings
- Locked box conditions
With this new layer of high-quality visibility, Haleon didn’t just diagnose the problem—they now had the data to work with the retailer to solve the problem and improve profitability overall. The team took corrective actions that led to:
- Incremental sales lift in key categories
- Data-driven discussions with retail buyers to improve supply chain coordination
- Long-term preventive measures, like revising planograms and store operations to avoid future OOS issues
More data isn’t the answer, the right data is! CPGs are embracing data, but they’re overwhelmed and unsure what data gives them the competitive edge in their discoverability and market share. With global data creation growing at over 21% CAGR and technologies like AI becoming widespread (71% of CPG leaders say they’ve adopted it in at least one business area), the challenge is no longer access—it’s action.
What brands need isn’t more dashboards. They need sharper data across all platforms, from KPIs to product information management. That means zeroing in on what’s happening on the shelf—and using it to drive better, faster decisions.
Want to see what Signal-Based Merchandising can do for your business?
Let’s talk. The truth is on the shelf—and we’ll help you find it.
