Remote dashboards can provide information of what your system thinks is on the shelf. Field visits provide evidence of what is actually on the shelf and it is this ‘gap’ that sales are lost through.
Empty Shelf Bays
The simplest thing a field visitor can report is an empty shelf. It doesn’t have to be for a long period of time, a single empty shelf in the morning could have meant a lost sale. But then the same on multiple stores over a period of time would need to be fully investigated as a problem with the ranging, replenishment or delivery of stock.
Incorrect Facings and Reduced Presence
It is also possible for a product to be in stock but not on display as planned, for example only being placed on one facing when the planogram calls for display on four. The number of actual facings displayed is counted and compared with the number of facings that were agreed to.
Phantom Stock Situations
As previously mentioned, phantom stock is often recorded remotely as stock that has been delivered and is therefore reported as available on the remote dashboard. However, the visitor will be able to physically check the fixture(s) where the product is supposed to be stocked and report if there are in fact empty shelves. The reason for this is that often stock will be stocked in the back room and incorrectly labelled, or even misplaced on a lower shelf.
Blocked or Unworked Backstock
Stockoverhang restricts efficient restocking in the backroom and must be highlighted by field intelligence (e.g. delivery cages blocking an aisle, extreme clutter). These issues should be addressed by the brand with the retailer as operational issues. If you want a Data Collection Company, https://shepper.com/ is a good place to start.
Structuring a field visit program around your field intelligence will enable you to take action in time to prevent losses from building up.