What is Retail Execution?
Retail Execution is the practice of correctly getting the right item on the right shelf at the right time to maximize shopper engagement, promote the sale of its brand and, to win at the point of sale. It includes many aspects of a consumer-packaged goods (CPG) company’s go-to-market strategy that centers on the last phase of their product’s journey. These store activities include order replenishment, shelf space merchandising, retail audits, and more. It is critical to get the SHELF right to fully leverage the expandability of the Category and maximize annual sales.
Fundamentals of Effective Perfect Store Retail Execution:
- Provide the consumer what they want, when they want it
- Develop a mutually beneficial manufacturer-retailer relationship
- Create the optimal physical retail shopper experience by creating the “Perfect Store”
- Develop strategic pricing & promotions that can be deployed well in-store to drive traffic, awareness and incremental sales
- Data sharing to analyze store performance and generate store specific recommendations
- Information to educate Field Sales Reps and in-store management
- Integrate online, off-line, and supply chain data
- Improve Product Distribution and number of facings
POI 2025 State of the Industry Report Findings – Retail Execution
- Overall satisfaction with the ability to execute at the store level declined in 2025, with only 23% of respondents agreeing—down from 26% in 2024 and slightly above the 21% recorded in 2023. While last year marked a brief reversal of a two-year downward trend, the 2025 results signal that gains were not sustained. This continued volatility suggests that organizations are still struggling to embed consistent, scalable execution capabilities at the store level.
- 80% of respondents (8% increase vs. 2024) say they have challenges moving capabilities from transactional to analytical.
- Many Retail Execution solutions being used today do not enable field-based users to make required decisions at the store level. Only 23% (down 3%) agree/strongly agree that they have the tools they need to make appropriate decisions.
- Some of this is due to a lack of offline capabilities. Only 50% of respondents (no change from 2024) say that their offline needs are being met, which leaves 50% of execution teams struggling. This too is an important functionality gap to close.
- Among office-based users, only 17% agree/strongly agree (down 38%) that their analytical needs are being met. Retail analytics is foundational to providing insights around the execution reality in the field. HQ personnel need analytical insights to compete with pricing, go to market strategies, shopper marketing intel, etc. A lack of analytics also impedes retail team leaders from generating region insights and managing field-based personnel.
Retail Execution Recommendations
- Manufacturers and retailers have unprecedented access to consumer data, including preferences and buying habits. Leveraging this data can drive execution, create promotion bundles, and develop cross-category meal solutions that simplify shopping and enrich consumers’ lives. POI envisions a new wave of retail execution—one that integrates digital insights with in-store experiences.
- Today’s consumers expect ongoing engagement with their favorite brands, both digitally and in physical stores. Connecting your brand’s digital experience with personalized in-store interactions ensures stronger engagement. Whether it’s through interactive videos or in-store tools like nutrition facts, gardening tips, or makeup shade finders, these touchpoints build brand loyalty and enhance the shopping experience.
- For sales reps, innovative tools like image recognition, gamification, retail activity optimization, and guided selling can streamline tasks, motivate employees, and give organizations a competitive edge in a tight labor market.
- Attracting top talent isn’t just about wages—it’s about creating a positive culture, providing excellent training, adopting advanced technology, and simplifying operations to boost efficiency. Focus on metrics and KPIs that align with your strategic goals. Use retail execution capabilities to monitor, track, and enhance brand performance with holistic visibility.
- Globally, retail execution needs vary. Many leading CPG companies avoid a one-size-fits-all approach and instead tailor their software solutions to regional needs, often partnering with multiple vendors. To find the right fit for each market, consider costs, essential features, and localized support.
Retail Execution Vendor Call to Action
- Support manufacturer business case development
- Support manufacturer project team with best practices
- HQ, internal team, involvement, analytics/reporting and training
- Vendor capabilities must advance to:
- Enable field-based users to make required decisions
- TPM and RetX system connectivity
- Enhance 3rd party broker connectivity (Ties in with TPM – RetX system connectivity)
- Provide off-line capabilities
- Retail activity optimization
While the data represents some improvement in specific categories, the overall retail execution landscape is a “perfect storm” given how aggressive eCommerce players like Amazon and Alibaba have become. The ability to execute at retail has never been more critical, regardless of your route to market. The rewards are huge for those companies who get it right.