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Shelf Discipline








Retailing is perhaps far more sophisticated than many consumers might comprehend.

The shopper’s experience is the end-product of a retailer’s mission, this drives a complex series of planning, processes and interactions to get the right product in the right place at the right time and keep it that way. What happens for customers in store is a measure of how successfully that mission has been executed.

During the store design process, the brand values and identity should manifest in the environment, and the mechanics of the store should allow it to be ‘chameleon’, able to adapt to constant change and always be fresh and up-to-date. And after all this consideration and the work and complexity in the planning, supply chain and merchandising management etc, it can all be easily undermined by weakness on the sales floor.

The calibre of the store staff, training and merchandising disciplines is evident when we shop, if displays are untidy or products are out of stock or in the wrong place, as shoppers we all know how that makes us feel and what we’ll probably do about it. After all the effort, taking infinite care over the appearance and arrangement of products can make a powerful contribution to your brand image.

What distinguishes the most admired retailers, is the feeling that someone is controlling the environment in the store to make shopping a more agreeable experience. It’s about having a place for everything and everything in its place, and the retailer’s mission should be for the shopper’s journey to be pleasurable, every time.

There's this phrase that success in retail is all about the "last 10 feet". You can have the best products and ranges, priced competitively, contained within inspirational displays and all connected to an intrinsic and inclusive customer journey.

But unless you can execute the plan using your teams on the shop floor - the last 10 feet - then all the hard work is lost.

Engaging with your teams on what, why and how to execute, their role in the execution plan and driving pride and success for well executed plans, will mean your customers will ultimately benefit from everything you've developed.


Phil D'Souza

The importance of the 4 P's - Product, Position, Price & POS are essential rules for shelf discipline.

In today’s climate it is essential that retailers and stakeholders work together to achieve good merchandising principles. Creating excellence in the aisles and absolute cohesion on the shelves offers retailers a consistent look and feel across their estates whilst simplifying ongoing instore operations of stock replenishment and range changes. This ultimately makes for an enjoyable and simple purchasing process for the customer.


Paul Neville, Excellence In Store

Visual merchandising can have a positive effect on customers' decisions, if it helps them when they need it. It's a difficult balance of getting the right message in the right place, but when it's successful, the results can be tangibly measured. VM can encourage linked, or add-on sales as well as develop added value perspectives. It's important to measure the effectiveness of VM, as it can be expensive to get wrong. Customers will simply ignore it. Our customer feedback suggests that existing customers rate our stores high in terms of satisfaction and engagement (versus our peers). Our stores are clean, easy to navigate and clearly presented. In a trade environment, getting the basics right makes the difference today.


Jo Williams, Akzo Nobel

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