Imagine launching your dream product, a revolutionary new… {insert here: gizmo, widget, spirit, salve, tonic, device, tool, etc.} that's going to change lives, nay, the world! You do all the marketing, PR, and your social media magic, but then... crickets. No sales, no buzz, just tumbleweeds echoing through your selected retail locations. Why? Were you shelf blind?

Shelf blindness is an issue that affects retailers but is magnified for brands who don’t have visibility into what's happening on the actual shelves, the “showroom” where customers make decisions. This lack of awareness can be a silent killer, leading to:

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Product Switching:

Customers are fickle. (A study by the National Retail Federation found that 64% of consumers are likely to purchase a different product if the one they want is out of stock.) They see a shiny new thing from your competitor, conveniently placed right next to yours, and boom! Lost sale. You might have the better product, but if you're not monitoring shelf presence, you won't know you're losing the war in these silent showdowns.

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The Launch That Fizzled:

You poured your time, budget, heart and soul into that product launch, but it landed with a thud. Why? Maybe retailers under-ordered, or your competitor offered better placement. Without eyes on the shelves, you're flying blind, unable to course-correct and maximize your launch potential.

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A/B Testing in the Abyss:

You're A/B testing new packaging or marketing materials, but are you sure it's actually reaching customers? If you're not tracking shelf presence, you might be testing in a vacuum, your amazing new design gathering dust while the old one continues its lackluster performance.

Shelf awareness is the ultimate brand superpower. It's the intel you need to:

• Fight for prime real estate: Negotiate better shelf placement with retailers based on real data, not just hope or marketing hype.
• Respond to competitor threats: See when your rivals are creeping in and adapt your strategy before they steal your customers.
• Optimize launches for impact: Ensure retailers have the right amount of stock and the best placement to give your launch the firepower it deserves.
• Make A/B testing meaningful: Track how your marketing materials translate to actual shelf presence and adjust your approach for maximum impact.

Seeing is believing, and in the world of brands, seeing what's on the shelf is believing in your success. Don't be shelf blind. Embrace the power of on-shelf insights, and watch your brand grow in the aisles and the hearts of your customers.

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“We thought an end cap would drive sales, but we didn’t know it wasn’t stocked during our test.”

-Some category manager (probably)

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How many tests have been run and concluded it didn’t work? Was the product where it should have been? Imagine being able to run a test with a new product or product placements, and you knew that your product stayed stocked. 

Ready to shed the blindfold? Here are some ways:

• Partner with retailers: Collaborate on data sharing to track your product's shelf presence and performance.
• Hire mystery shoppers: Get boots on the ground to gather real-time intel on shelf placement and competitor activity.
• Invest in shelf analytics tools: Leverage Retail Aware technology to track product stock levels, velocity, restocking events and even customer interactions at the shelf, display, and/or end cap.

The shelf is where the battle for brand visibility is won or lost. Gain clear sight with data and insights, and watch your brand shine bright.

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Post contributed by Brent Blecha, Retail Aware team.