In retail, data is everything. It tells you what’s selling, what’s not, and – most importantly – why. But when that data is incomplete, delayed, or delivered without context, it becomes just noise.

In today’s crowded marketplace, with branded products fighting for shelf space and consumers tightening their wallets, blind spots in execution can cost brands millions. You wouldn’t drive with one eye closed — why run your retail business that way?

The Problem: Too Much Data, Not Enough Intelligence

CPG brands are awash in data, yet many still struggle to convert insights into action. Traditional approaches — from syndicated data sets to one-off store audits — often fall short in three key ways:

• They lack timeliness
• They don’t reflect localized or store-specific realities
• They place the burden of interpretation and execution on internal teams

66% of CPG brands say they lack real-time visibility into retail execution, according to a recent CGT/RIS News benchmark report.

And when data doesn’t lead to action, it leads to loss.

An estimated 8.3% of retail sales are lost annually due to out-of-stocks or shelf execution issues, based on research from IHL Group — a number that adds up to over $1 trillion in missed global sales.

Syndicated Data Isn’t Built for Your Business

Syndicated data might offer quick access, but it’s not built around your brand, your competitors, or the nuances of your market. It delivers averages—when what you really need is precision.

And the numbers back it up:

A NielsenIQ study found that syndicated data typically covers just 15–20% of total store coverage and is collected from limited geographic zones. That means brands are missing the full picture — especially in high-variance categories or across diverse geographies.

Modern CPG leaders are moving toward customized retail intelligence that provides complete, real-time insight across the competitive set, tailored to each brand’s strategic goals.

The New Standard: Intelligence + Execution

It’s not just about data — it’s about what you do with it. The new gold standard is an agile model combining:

• In-store audits by trained field teams
• Digital shelf tracking and competitive monitoring
• Retailer POS signals for real-time response
• Smart dashboards that translate trends into immediate actions

This approach ensures that brands aren’t just reacting to the past — they’re proactively shaping the future of their shelf presence and market share.

Turn Data Into Retail Action

Closing the gap between insight and execution starts with asking the right questions:

• Do you have real-time visibility across your retail footprint?
• Are your decisions backed by store-level intelligence, not just averages?
• Can your teams act quickly when execution gaps appear?

Now’s the time to assess whether your current approach to shelf intelligence is giving you the clarity — and agility — needed to stay competitive.