When sales start to slide, the first instinct is usually to question the product.
Is the price right?
Is the range too big?
Has the market shifted?
But in our experience, more often than not, the real issue is much closer to home. It is what is happening in store.
The Reality Behind the Numbers
Research consistently shows that around 70 percent of purchase decisions are made in store. Even in a digital-first world, the shelf still has the final say.
At the same time:
- Around 8 percent of retail sales are lost due to out-of-stocks
- Poor on-shelf availability can reduce category sales by up to 10 percent
- Shoppers are twice as likely to switch brands if their first choice is missing or hard to find
These are not product issues. They are execution issues.
Available Does Not Mean Retail-Ready
A product can be technically ranged, stocked in the system, and included in reports, yet still fail at shelf level.
In store, we regularly encounter:
- Stock sitting in the back room, sometimes for weeks
- Planograms that were set once but never maintained
- Testers missing, empty, or removed entirely
- POS still referencing discontinued or unavailable SKUs
- Displays that are broken, dirty, or poorly positioned
- Store staff unsure which product is new, hero, or promoted
From a reporting perspective, the product exists.
From a shopper’s perspective, it may as well not.
Why Sales Data Needs In-Store Context
Sales reports are essential, but they rarely tell the whole story.
It is not uncommon to see a store flagged as underperforming, only for a physical visit to reveal:
- Partial or delayed stock delivery
- Incorrect facings or missing lines
- Category relocations without updated signage
- High staff turnover with no product handover or training
Global retail studies suggest that planogram non-compliance alone can reduce sales by 7 to 15 percent, depending on the category. Without eyes on the ground, brands can unknowingly pull back support from the very stores that need it most.
Merchandising Is Not a One-Off Activity
A common misconception is that merchandising is “done” once a range is launched or a reset is completed.
Retail environments are constantly changing. Stock sells through, staff rotate, store layouts evolve, and promotional priorities shift. Without ongoing maintenance, execution slips quickly, even in well-run stores.
Consistent merchandising helps to:
- Maintain on-shelf availability
- Protect planogram compliance
- Identify issues before weeks of sales are lost
- Strengthen store and staff relationships
- Protect brand credibility at shelf
It is not about changing everything.
It is about keeping the basics right, every time.
The Sales Impact of Simple Staff Training
Retail training studies show that trained staff can lift sales by 10 to 20 percent, particularly in categories where advice and reassurance matter.
Formal training sessions are valuable, but in reality, some of the most effective training happens in small, informal moments:
- Explaining one key product benefit at shelf
- Demonstrating a hero SKU
- Clarifying which product solves which problem
- Leaving staff with one clear recommendation for customers
These small interactions build confidence. Confident staff sell more.
The Customer Experience Is the Brand Experience
Digital marketing may spark interest, but the in-store experience often determines whether a purchase actually happens.
When customers:
- Cannot find the shade or variant they came in for
- Encounter empty shelves or broken displays
- Receive inconsistent advice from staff
The disappointment reflects on the brand, not the retailer.
In fact, over 30 percent of shoppers say they will abandon a brand after just one poor in-store experience. Merchandising plays a critical role in protecting that moment of truth.
The Takeaway
When sales soften, it is tempting to immediately look at pricing, promotions, or product changes. But before making big decisions, it is worth asking a simpler question:
What does the store actually look like right now?
Because more often than not, the difference between a struggling range and a successful one is not the product.
It is execution. And execution lives on the shop floor.
