More Photos, Less Power? Why Volume Data Isn’t a Retail Merchandising Strategy
We’ve entered an era of merch-data overload. Brands are swimming in photos—hundreds of them—from crowdsourced apps, internal reps, and automated platforms.
At first glance, it looks like progress. Evidence! Visibility! Field intel!
But here’s the uncomfortable truth: more photos don’t mean more control.
And if you’re not pairing that volume with strategy and action? You’re just documenting your losses, one blurry shelf at a time.
When More Isn’t Better
The problem with data overload is simple volume doesn’t equal value.
Crowdsourced models promise scale. For $10–$15 per visit, you get a photo and a timestamp. But what does that photo really tell you?
- That the tag was missing.
- That your endcap wasn’t built.
- That your product was out of stock.
And what happens next? Usually… nothing.
You’ve paid to be informed, but you haven’t solved a thing. It’s merchandising theatre—without any results, and how does it fix the problem for your customers, then and there?
What Retail Strategy Actually Looks Like
A merchandising strategy isn’t just about visibility—it’s about action.
At Marketsupport, we’re not in the business of simply reporting shelf conditions. We’re in the business of fixing them.
Real strategy includes:
- Knowing which stores matter most
- Prioritizing high-velocity banners
- Aligning visit frequency with demand
- Verifying execution AND correcting errors
- Reporting with purpose—not just pictures
If your program isn’t moving product, you don’t need more data. You need better decisions and boots on the ground that act.
The False Security of Snapshot Reports
We’ve had CPG leaders show us stunning dashboards filled with photo evidence. But behind the data? Broken displays. Mismatched tags. Inventory in the backroom.
These brands were drowning in proof—and starving for performance.
Crowdsourced models offer scale, but they sacrifice control, accountability, and speed. Because crowds aren’t trained merchandisers. They’re just shoppers with a camera and 10 spare minutes.
The Better Approach: Purposeful Presence
When we visit a store, we’re not just capturing shelf conditions—we’re improving them.
That might mean:
- Restocking SKUs
- Replacing signage
- Reporting incorrect planogram layouts
- Building delayed displays
- Communicating with store staff to get things moving
Every visit has purpose. Every photo tells a before/after story. Every action supports a campaign objective.
What This Means for CPG Leaders
If you’re a CEO, CMO, or CRO of a growing brand in Canada, it’s time to evaluate the ROI of your current field model. Ask yourself:
- Are you paying for information or transformation?
- Are your best SKUs supported with real execution?
- Are you overwhelmed with snapshots—but underwhelmed by results?
If your merchandising strategy isn’t delivering sales, then it’s not a strategy—it’s surveillance.
Final Thought: Action Beats Observation
Yes, visibility is important. But visibility without action is just noise.
You don’t need 200 shelf photos. You need one great merchandiser who makes sure the job gets done.
📍Ready to trade snapshots for shelf power? Visit www.marketsupport.ca to learn how we help CPG brands turn merchandising into momentum.
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