FMCG merchandising is the work of keeping fast-moving consumer goods available and correctly presented where shoppers buy them. A delivery to a store does not, by itself, confirm that the right product is on the right shelf. Merchandising checks that final step and records what needs attention.
What happens during a store visit?
Start with the agreed outlet and SKU list. Check whether each listed product is on the shelf, whether the shelf label matches, and whether the display follows the current instructions. Where the retailer permits it, replenish from available backroom stock, rotate products according to the agreed expiry routine and restore the required facings. Record work that cannot be completed and why.
Availability and presentation are different checks
A full-looking shelf can still be missing a particular flavour or pack size. Check availability by SKU before judging the overall display. Presentation checks then cover placement, facings, price labels, promotional materials and planogram compliance. Keeping the two checks separate helps the brand distinguish a stock problem from a display problem.
An example at shelf level
Suppose a beverage SKU is absent from its shelf position but cartons are available in the backroom. An authorised replenishment task may resolve that shelf gap during the visit. If no stock is available, the field team should record the shortage for the person responsible for ordering or supply. Rearranging adjacent products does not resolve the missing SKU.
What should the brand measure?
Agree the denominator before reporting an availability percentage: use the products and outlets that should carry the range, and distinguish unavailable stock from an unlisted product. Review completed visits, available SKUs, unresolved exceptions and evidence quality. A photograph supports an observation at a particular time; it does not establish all-day availability or prove a sales increase.
Turn the brief into a repeatable routine
Provide store addresses, product references, display instructions and a contact for exceptions. Decide who can authorise changes and when issues must be escalated. OSAM can review a proposed outlet list and merchandising scope so the visit frequency, staffing and reporting requirements can be agreed before deployment.
