The “liquid” shelf in the retail world

The “endless shelf” in fashion retail

Five years ago, I first heard about the concept of the “endless shelf” in the world of fashion retail – a phygital sales system that overcomes the issue of out-of-stock in physical stores by enabling online shopping directly in-store, with payment made either online or at the till, and delivery straight to the customer’s home.

In the CPG sector and the grocery retail channel, we will probably get there in time. In the meantime, to maximise the sales opportunity when a shopper enters the store, an increasingly sophisticated approach to merchandising is emerging – one that evolves assortments, positioning, pricing, combinations, and promotions at such speed, in response to increasingly fragmented and dynamic consumer trends, that we could call it the “liquid shelf”.

Have you ever come across a display of umbrellas and raincoats at the supermarket entrance on a rainy day? Or baskets overflowing with stationery in the aisles of supermarkets just before the school year starts? Have you noticed that loss leaders products are always in plain sight, while children’s items are placed slightly lower down on the shelves? How can you resist buying?

Retail Execution: the merchandising technique

Merchandising is a marketing technique that uses the setting and organisation of spaces, equipment and products to attract consumers, trigger positive perceptions, encourage purchases and foster loyalty. Economists define it as a “natural” discipline – an activity that, since ancient times, has always been part of the cultural toolkit of anyone managing a shop. Over the course of history, things have become more complex and, in today’s global context of growth and constant change in consumption and consumer behaviour, merchandising must, more than ever, display great flexibility in personalisation and adaptation.

It must respond to the increasing dynamism of trends, the fragmentation of purchasing motivations, tastes and habits shaped by the geography and/or cosmopolitan nature of the store location, seasonality, and many other ever-evolving factors.

Merchandising projects designed by trade marketing teams are executed, then maintained and refined. Changes are driven by precise in-store surveys, which may be scheduled according to the brand’s needs as well as historical trends. The faster data is collected, the sooner realignment actions can be implemented.

Aton supports companies in the consumer packaged goods sector with modular retail observation and retail execution applications that help bring the “liquid shelf” to life.

For more insights, read one of our success stories: One single in-store survey solution connecting three countries – Italy, France and Spain.