Retail execution: Closing the gap between strategy and store

Executive summary: What is the retail execution reality for manufacturers?

In-store execution is one of the most important levers for sales growth but it is also one of the hardest to control. For many US based companies with global operations, the retail execution reality is a significant gap between the perfect store plans created at headquarters and what shoppers actually find on the shelf. Fragmented tools, manual processes and delayed reporting often lead to missed opportunities and inconsistent performance across different territories. Industry benchmarks highlight this disconnect. According to a study published by Deloitte, 90% of companies fail to fully deliver on their in-store promotional strategy.

To overcome these obstacles, manufacturers are moving away from manual spreadsheets and adopting real time retail execution models. By connecting headquarter intelligence directly to field actions, businesses can ensure every store visit focuses on driving measurable sales impact. This evolution requires an integrated approach that supports sales reps, merchandisers and managers with the right automated tools to drive action at scale.

TELUS Retail Execution is built to drive sales, reduce costs, and allow you to achieve perfect store execution every time. 

Why is retail execution planning critical for field success?

Successful retail execution planning begins with a daily roadmap that guides smarter visits and better outcomes. Rather than visiting every store by rote habit, modern field teams prioritize outlets based on revenue potential, urgent program gaps and strategic importance. A clear, optimized agenda ensures field time is spent where it counts most, effectively closing the gap between strategic intent and store-level results.

A robust retail execution strategy utilizes route optimization to automatically rank stores based on multiple KPIs. This technology empowers sales reps to spend more time with customers and less time in transit, which directly strengthens retailer relationships. Before walking into a store, reps must have access to active campaigns, planogram requirements and performance trends to ensure they are ready to act rather than just troubleshoot. By identifying stores with low compliance or missed programs before the visit begins, the field team can walk into every location with the context necessary to achieve merchandising excellence and meet consumer expectations.

What defines the perfect store for manufacturers?

Achieving the perfect store is about ensuring the right product is in the right place at the right time. This concept moves from theory to operational reality when field teams can track shelf placement, pricing and promotion compliance in real time. Consistency builds shopper trust; an empty shelf or a missing sign sends a subtle message that a brand is unreliable.

To maintain perfect store compliance across territories, manufacturers must set clear, measurable goals and provide field teams with the tools to capture data against these KPIs. Achieving this consistently has a significant ROI impact. According to a McKinsey report,retailers delivering execution excellence have been found to outperform competition and deliver 2-3x more value to shareholders. When every visit reinforces the same standard, manufacturers build a form of "trust currency" with both shoppers and retail partners.

How does planogram compliance impact sales velocity?

The transition to smarter visits is fueled by smart analytics and planogram compliance tracking. High shelf positioning and correct facings directly impact sales velocity, with research from Shop Association indicating thatcorrect vertical facings can have nearly double the impact on sales compared to horizontal facings. If a product is buried or placed on the wrong shelf, manufacturers risk losing up to 25% of total sales due to poor placement.

Using image recognition, field teams can validate retail execution of planograms in seconds. This technology provides instant feedback, allowing reps to identify misplaced items and out-of-stocks immediately while still at the shelf. This ensures the time reps spend in-store is used for high-yield remediation rather than manual data entry.

Why is promotional execution and display management vital?

A successful promotion that is poorly executed is a wasted effort. Whiletargeted featured displays can raise sales by nearly 200% according to targeted industry data, research often shows that less than half of all displays are executed as planned. Coordinating promotional execution with trade promotion plans is essential to ensure secondary displays, such as end-caps, reach the floor on time and with correct pricing.

Manufacturers use retail execution software to transfer promotion details directly to field reps, ensuring they can verify compliance and evaluate results on the spot. This prevents situations where marketing teams spend months on a campaign only for the display to remain in the warehouse or be buried in a corner of the store.

How do mobile-first tools transform field productivity?

Mobile-first tools are the backbone of modern field productivity. By providing field reps with an intuitive interface, manufacturers can reduce administrative burden and maximize actual selling time. These tools guide reps through step-by-step instructions tailored to specific store formats, ensuring no details are missed.

A critical component of this enablement is offline capability. Reps often operate in "no network" zones like basements or large warehouses. Leading retail execution apps allow reps to capture shelf photos, log audits and process orders without a signal. Once a connection is restored, the data syncs automatically, maintaining a single source of truth for headquarters without requiring manual cleanup.

How can an execution plan improve order management?

A successful execution plan must address product availability to prevent missed sales. By using AI-powered, store-specific recommendations, reps can place accurate replenishment orders while on site. This reduces out-of-stocks and prevents excess inventory, ensuring the supply chain is aligned with actual store demand.

To further empower teams, manufacturers are integrating gamification into their mobile workflows. Reps can track their progress in real time, see rankings among peers and earn incentives for reaching commercial goals. This turns compliance from a manual task into a pursuit of excellence, increasing team morale and performance.

Which KPIs are essential for performance analytics?

Effective performance analytics require tracking specific KPIs that reflect on-shelf reality. Essential metrics include share of shelf, on-shelf availability (OSA) and out-of-stock rates. Tracking these data points through real-time dashboards allows managers to compare territory-level performance and identify "at-risk" stores before they bleed share to competitors.

Predictive analytics take this further by forecasting demand fluctuations based on historical trends and seasonal shifts. Instead of conducting a post-event analysis weeks later, managers can use live data to make on-the-spot adjustments. This data-driven approach ensures what is measured is managed, and what is managed improves over time.

How does data integration support omnichannel execution?

The pandemic permanently changed shopping behavior, blurring the lines between in-store and online journeys. Manufacturers must now manage omnichannel execution by coordinating brand standards across different retail formats—from grocery and convenience to digital shelves.

Connecting retail execution data with Trade Promotion Management (TPM) and sales enablement tools provides a holistic view of the business. This integration allows manufacturers to demonstrate brand performance with fact-based insights during buyer conversations. When field data is shared cross-functionally, sales leadership and category management can collaborate with retailers on strategic plans that win more space and drive profitable growth.

How can manufacturers overcome resistance to technology adoption?

Successful technology adoption requires more than just high-tech tools; it requires effective change management. Manufacturers can overcome resistance by communicating the "why" behind the tools—demonstrating how they help reps sell more while stressing less.

Training strategies should focus on short, real-world examples rather than long presentations. Providing reps with "experience centers" to share best practices and solution knowledge helps onboard new members more easily. By measuring the ROI of technology investments—such as reduced audit times and increased sales lift—manufacturers can prove the value of digital transformation to all stakeholders.

How does TELUS Retail Execution support your strategy?

TELUS Retail Execution is purpose-built for manufacturers that require consistent results at the point of purchase. Our platform supports your entire commercial organization by providing the right tools to drive action through speed, scale and simplicity. Understanding how our technology improves your CPG sales strategy can help you secure better placement on the shelf and win the final mile.

By partnering with TELUS, you gain a strategic partner invested in your growth. Our solutions help you achieve your goals through image recognition, route optimization and intuitive dashboards. Leading manufacturers like Lactalis improve retail execution by doing more and selling with fact-based data in shorter times at every store. Our integrated product portfolio supports your entire sales journey from Trade Promotion Management to retail execution and sales enablement.

Key takeaways

• Manual processes and fragmented tools lead to missed opportunities and inconsistent performance.

• Real-time dashboards allow managers to coach reps while store visits are fresh.

• AI-driven order recommendations reduce out-of-stocks and prevent excess inventory.

• image recognition completes shelf audits in seconds to ensure planogram compliance.

• Integrated route optimization maximizes ROI by spending more time with the right customers.

• Mobile-first tools with offline capabilities ensure field teams remain productive in every environment.

• Fact-based execution data strengthens retailer relationships and improves negotiation outcomes.

FAQs

What does retail execution monitoring software do?

It helps manufacturers and field sales teams track how products are displayed, priced and promoted in stores. It ensures every outlet follows brand standards and provides managers with real-time visibility into store-level performance.

How does retail execution improve inventory management?

By providing real-time access to stock levels and AI-driven order recommendations, field reps can inform supply planning and place accurate replenishment orders directly from the store, reducing out-of-stocks.

Why is data-driven retail execution planning important?

It moves field teams away from habit-based visits to opportunity-based prioritization. By ranking stores by revenue potential and compliance gaps, reps spend their time where they can deliver the biggest upside.

What are the key components of a retail execution strategy?

Core elements include merchandising and planogram compliance, inventory control, promotional execution and performance analysis. These pillars ensure products are available and well-presented to influence purchase decisions.