Retail success hinges on execution. A brand can design the most stunning displays, backed by the latest consumer insights, but if store teams don’t implement them correctly—or at all—the impact is lost. It’s like setting up a Broadway show with no rehearsals. The vision might be grand, but if the execution falls apart, the audience—your customers—won’t stick around.
Unfortunately, there’s often a significant disconnect between merchandising strategies and in-store execution. What looks flawless on a planogram can break down on the sales floor due to miscommunication, lack of training, or operational hurdles. This gap leads to inconsistent brand experiences, lost sales opportunities, and frustrated store teams struggling to keep up with shifting directives.
Aligning merchandising with store teams is crucial, as 70% of purchasing decisions are made in-store. Customers expect a seamless experience whether they’re shopping online or in person, and brands that fail to deliver risk losing them to competitors who get it right.
The solution starts with understanding where the disconnect occurs and why store teams are key to merchandising success.
Where merchandising breaks down
A brand’s home office may roll out an intentionally and beautifully designed merchandising strategy, but in-store execution tells a different story. Maybe a display is missing key signage, a new product launch is buried behind old inventory, or store associates don’t follow the plan at all. Even worse, they never attempt to execute the directive, and the product is hidden in the stock room.
This abhorrent situation weakens brand identity and costs sales. Communication gaps are often to blame. Store associates frequently receive vague or confusing merchandising instructions, leading to incorrect displays—or none at all. Inconsistency across locations exacerbates the issue, creating fragmented brand experiences. A plan that works in one store might be impossible to execute in another due to layout differences and inventory constraints.
Training gaps further complicate execution. Many store associates responsible for merchandising aren’t given clear guidance. Since 90% of information is processed visually, relying on text-heavy merchandising directives instead of visual guides makes execution difficult. Finally, the lack of an efficient feedback loop means brands don’t realize an issue until weeks or months have passed, leading to countless missed sales opportunities.
Why store teams are the key to merchandising success
Merchandising isn’t just about aesthetics—it’s a strategic driver of engagement and sales. When store teams understand why a display matters and how to translate it into their unique store footprint successfully, they take ownership of its execution. Research shows that 62% of impulse purchases are influenced by engaging displays, but when store teams don’t receive clear guidance, these high-impact sales moments are lost.
Retail associates are responsible for setting up displays, placing signage, and positioning products for maximum visibility, often while juggling other operational tasks and customer demands. Without structured training, clear directives, and real-time support, execution can fall apart. Poorly maintained displays frustrate customers, associates don’t engage with them, and products sit unnoticed instead of driving conversions.
Color alone can increase brand recognition by up to 80%, yet an inconsistent in-store experience could dilute this impact. Perhaps a specific color called for in a display has already sold out or is arriving late. Should the store team substitute another color? Or a different style in the original color? That level of detail is needed in merchandising directives, and staff or Brand Reps skilled in merchandising are necessary to make those critical decisions.
Retail environments are unpredictable. Supply chain delays, space constraints, and shifting customer behaviors require real-time adjustments. A two-way feedback loop between corporate teams and store associates ensures that merchandising strategies stay adaptable rather than rigid directives that fail in transalation.
Strengthening merchandising & store team collaboration
For merchandising to be effective, corporate teams and store associates must work as partners, not in silos. This collaboration starts with clear communication, ongoing training, and real-time feedback mechanisms that ensure merchandising is implemented and optimized.
Instead of handing off a planogram without context, brands should explain the strategy behind each directive. Associates must understand how specific placements impact visibility, encourage engagement, and drive revenue. Placing products at eye level isn’t just a design choice—it’s a revenue strategy, accounting for 52% of sales. When store teams understand these details, they are far more likely to execute displays with precision and make optimized decisions.
Merchandising guidance should be accessible, adaptable, and easy to follow. Instructions buried in lengthy emails or PDFs get lost. Instead, mobile-friendly guides, visual references, and interactive checklists ensure store teams can quickly reference instructions while on the floor.
Corporate teams should also establish real-time reporting channels that allow store associates to flag issues, share photos, and request guidance. Brands that leverage live feedback platforms and in-store monitoring see improved compliance and execution consistency.
Finally, deploying Brand Reps to support store teams can be a game-changer. As an extension of the brand merchandising team, Brand Reps ensure displays are correctly set up, signage is appropriately placed, and associates are trained on key product and merchandising details. They also serve as a vital communication bridge between stores and corporate teams, providing real-time insights into execution challenges and successes.
Turning strategy into store-level success
The best retail strategies mean nothing if they aren’t executed correctly at the store level. A perfectly designed merchandising plan can’t drive results if displays are neglected, signage is missing, or associates don’t understand the vision. When merchandising gaps go unaddressed, brands face declining sales, inconsistent experiences, and lost customer trust.
The good news is that these challenges are solvable. Brands prioritizing stronger collaboration between merchandising and store teams create a seamless customer experience that directly translates into higher sales. By providing clear, adaptable merchandising instructions, ensuring real-time feedback loops, and empowering store teams through training and Brand Rep support, execution stops being a weak link and becomes a competitive advantage.
Customers today expect a cohesive brand experience, whether shopping in a flagship store, regional location, or third-party retailer. When every touchpoint—from product displays to signage to associate knowledge—is aligned, brands foster trust, encourage engagement, and drive conversions. Well-executed in-store displays have a 10% higher recall rate than digital advertisements. Exceptional merchandising execution doesn’t just enhance the shopping experience—it cements brand identity in customers’ minds.
Success in retail is about more than just strategy—it’s about execution. Brands that ensure their vision is carried through store by store, display by display, will set themselves apart in an increasingly competitive landscape.
Ready to bridge the gap between merchandising strategy and flawless in-store execution? Learn how the right tools, training, and insights can take your brand’s merchandising to the next level by scheduling a demo today.