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Landing a spot on the shelf is just the start. Getting it seen, picked up, and purchased? That’s a different game entirely.

In our work with CPG brands and retailers, we’ve reviewed thousands of in-store and virtual shelf scenarios, and see the same patterns emerge. While every brand has its own challenges, the same executional blind spots show up again and again.

Here are five of the most common mistakes category, insights, and trade teams make, and how to avoid them.

1. Assuming visibility = presence

Being on the shelf doesn’t mean being seen.
We’ve tested SKUs placed in “prime” locations that get completely ignored, while less obvious products drive surprising sales because they’re clearly communicated.

The fix: Test for visibility, not just placement. Ask:

Does the product catch the eye among competitors?
Can shoppers identify what it is in under 2 seconds?
Is the price or message clear at a glance?

2. Overloading the pack with too much messaging

This is a big one - especially with new product launches or rebrands.
We often see packs trying to say everything at once - functional claims, emotional benefits, sustainability cues, price comparisons, certifications, lifestyle language, and more.

The result? Nothing lands. Or worse, shoppers skip it entirely.

The fix: Simplify. Prioritise one message and make it count.
In one VST test, a pack with a simple 3-word benefit outperformed a version with layered claims by 17% on conversion.

3. Ignoring the context of the shelf

Products don’t live in isolation. They sit among competitors, distractions, promotions, signage, and price tags, and those things change how they’re perceived.

We’ve seen great packs underperform because they blended in too well. And others outperform because they stood out just enough.

The fix:
Always evaluate performance in context.
That means testing the product in realistic shelf conditions, not a standalone pack mockup on a white background.

Behavioral data will tell you how well the product performs when it’s surrounded by noise, which is the real test.

4. Using the wrong promotional mechanic for the category

“Price promo” isn’t a one-size-fits-all tactic.

In some categories, multi-buys drive volume. In others, they confuse. A “2 for £5” can outperform a “save £1.50” (or vice versa) depending on what the shopper expects from the category.

We’ve run tests where two nearly identical discounts performed dramatically differently based on how they were framed.

The fix: Tailor the mechanic to your shopper.
Test different offers with real behavior, not just preference surveys. The best-performing promo isn’t always the deepest discount. It’s the one that feels the most valuable in that moment.

5. Failing to pressure-test planograms before rollout

Too often, range changes and layout decisions get finalised in static PDFs or spreadsheets. Then they go live, and that’s when problems surface. Poor flow, hidden SKUs, illogical adjacencies, missed opportunities.

The fix: Simulate the planogram before committing. Whether it’s for a new category vision, range reset, or fixture of the future, test it virtually first. See how real shoppers navigate the layout, where they pause, where they switch, and which SKUs get left behind.

A small tweak in shelf order or product spacing can drive outsized results, but only if you catch it early.

The common thread? Assumptions.

Most of these mistakes happen when teams rely on intuition, legacy data, or internal consensus instead of real behavior.

Most category reviews are fast, political, and resource-constrained. But that’s exactly why behavioral evidence matters more than ever.

With virtual shelf testing, you can learn what works (and what doesn’t) before you go live. It’s fast, flexible, and far more realistic than focus groups or post-mortems.

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Final Thought

Shelf execution is just as strategic as it is operational.

And in a market where budgets are tight and shelf space is tighter, the teams that test, iterate, and learn in advance will win more consistently and waste less.

Want to see what your shelf strategy looks like through shopper eyes?Let’s test it virtually, with real decisions, not just opinion.