So How Does One Get a Good Determination of Shelf Share of Voice? By Someone Having to Stand in the Aisle and Count
Count Total Facings First
As previously mentioned, a ‘facing’ is a product unit that is facing towards you. This means that for every product on display, there is one facing. To work out the ‘Shelf Share of Voice’ for any brand, the total number of facings for that brand should be divided by the total number of facings for all brands on display. It is recommended that the total number of facings for all brands and for the brand of interest are recorded. This ensures that the data collected can be cross-checked to verify any results obtained.
Note Where Your Facings Sit
Some aisles contain more “active” shelves (i.e. more frequently restocked) than others. When counting a fixture, it’s also worth noting where your brand’s individual facings are located on the shelf. For example, a brand with 12 facings located on the top shelf (i.e. at eye level) has a very different ‘position’ in the store than another brand with 12 individual facings on the bottom shelf (i.e. at ankle height).
Check Promotional Space Against Agreed Terms There is more on Data Analysis Company at https://shepper.com.
Check Promotional Space: If you have a trade agreement for an end bay or promotional gondola, check to see that it has been set up as agreed. Check size of promotional space as well as number of. Take a photo of the whole fixture including bay number to check against terms of agreement.
Compare Fixture Size to the Planogram
Shelf space can be reduced or even sometimes increased without the planogram being updated. Therefore, it is worth checking the size of the fixture that the retailer has allocated to your brand against the planogram and also measuring the bay width where possible or counting the total number of hook or shelf positions.
Record Competitor Adjacency
Record which brands are immediately adjacent to your brand on the fixture. The analyst will then use this information in conjunction with the facing counts to determine whether nearby products are increasing or decreasing your sales volume.
The field notes taken consistently during a store visit turn a rough impression of the fixture into data that can be worked with.
