5 Hidden Pitfalls That Kill Your Shelf Performance (and What to Fix First)
It’s often the smallest details that make or break a shopper’s decision. You can have the best product, the right price, and great marketing support, but if your shelf execution misses the mark, you’ll lose the sale before it even starts.
At VSS, we see these details every day. Our merchandisers spend their days in stores across New Zealand, spotting what others miss and fixing issues before they cost brands valuable sales. Here are five of the most common pitfalls that quietly kill shelf performance, plus quick fixes to get things back on track.
1. Misaligned Packaging
Even the best-designed packaging loses impact when it’s crooked, uneven, or facing the wrong way. A messy shelf doesn’t just look unprofessional, it signals to shoppers that the product or the brand isn’t being looked after.
Quick Fix Checklist
- Align all packs straight and forward-facing
- Group by product type or shade to create a logical flow
- Keep gaps even and fill to the front whenever possible
How VSS Does It Better: Our team are trained to read planograms precisely and reset bays so every product sits exactly as the brand intended. Straight, consistent, and ready to perform.
2. Price Tags Hidden Behind the Shelf Lip
It sounds small, but if a shopper can’t see the price, they often won’t buy. Hidden or missing tickets cause hesitation and can even make your product look more expensive than it is.
Quick Fix Checklist
- Check that every SKU has a visible price ticket
- Make sure labels sit flush with the edge of the shelf
- Replace or reprint missing tags immediately
How VSS Does It Better: We treat pricing as part of the product story. Our merchandisers confirm every label is visible and correct and send a photo proof through our Polish reporting system so clients can see it in real time.
3. Incorrect Facings
When one product dominates and another is squeezed out, your range looks incomplete. Facings that don’t match the planogram confuse shoppers and can cause stock to go stale in the reserve.
Quick Fix Checklist
- Follow the latest planogram, not last month’s version
- Count facings during each visit to ensure balance
- Report low or overstocked SKUs immediately
How VSS Does It Better: We don’t guess. Our teams carry digital copies of the current planogram and update clients through photo verification. If something’s wrong, it’s fixed on the spot, not next week.
4. Lighting and Glare Issues
Glossy packaging and bright overhead lights can create glare that hides key details or makes colours look off. It’s one of those invisible issues that can drastically reduce shelf appeal.
Quick Fix Checklist
- Step back from the bay and view it from shopper height
- Adjust shelf angles or POS placement to reduce reflection
- Avoid placing key items directly under harsh lighting
How VSS Does It Better: Because we are in store regularly, we see how displays perform in real lighting conditions, not just in perfect mock-ups. Our merchandisers adjust angles, report glare issues, and work with store teams to make sure products shine for the right reasons.
5. Dusty or Damaged Displays
It’s hard to get excited about a product covered in dust or sitting in a bent display unit. Shoppers notice these things instantly, and it can make even premium brands look tired.
Quick Fix Checklist
- Wipe down shelves and POS regularly
- Replace damaged shelf strips, wobblers, or testers
- Keep the front two facings pristine as they set the tone
How VSS Does It Better: Clean, consistent presentation is a non-negotiable for our team. Every merchandiser carries basic cleaning tools, spare POS, and the know-how to make your display look new again within minutes.
Final Thoughts
The best shelf doesn’t just happen, it’s built through care, attention, and consistency. While some brands focus only on creative campaigns, the truth is that execution is everything.
At VSS, we take pride in ensuring every display is completed to the highest standard. Whether it’s a nationwide rollout or a single bay reset, our merchandisers are trained to spot and fix the little things that make the biggest difference.
