In-Store Execution: Where Strategy Becomes Reality
- RDM Editorial Team
- Nov 26
- 4 min read
No matter how much effort goes into your campaign (the strategy, the shelf plan, the media budget, the promo mechanics), the final decision still happens where it always has: in the store.
Not in the boardroom.
Not in the brand deck.
But on a random Tuesday, when a shopper pauses in aisle 7, compares price tags, and decides whether or not to buy.
That’s the power and the risk of in-store execution.
At RDM, we’ve seen too many strong campaigns lose impact at the last mile. A missing price tag. A product in the wrong place. A promo that’s “live” on paper, but invisible at the shelf.
Small gaps become big problems when they affect shopper confidence and break the continuity between strategy and execution. And in a market like Romania, where shelf space is tight, shopper habits are shifting and pricing pressure is real, these gaps multiply fast.
Why In-Store Execution Deserves More Attention Than It Gets
In-store execution is where everything comes together:
Your brand message
Your pricing strategy
Your promotion mechanics
Your supply chain
Your shopper
And right now, that shopper is more informed, more selective, and more price-sensitive than ever. They’re:
Comparing unit prices across formats
Watching for VAT inconsistencies or recent changes
Seeking proof of value, not just marketing claims
Execution isn’t about aesthetics. It’s about clarity, consistency, and conversion. Because when something’s off at the shelf:
✖ Promotions don’t convert
✖ Products don’t move
✖ Trust erodes
✖ Campaigns lose impact
And the costs add up. According to Trax Retail’s “Retail Execution Basics”, successful retail execution can lead to a three to five percent sales uplift in a single category. Poor retail execution can cost a business one to five percent of sales every year.
In times of inflation, low shopper confidence, and promotional clutter, this gap between plan and execution becomes a blind spot many brands can’t afford.
What Shoppers Expect (and What Brands Often Miss)
Formats vary. Store sizes differ. But the shopper’s expectation stays the same.
They care about finding:
The product they saw in your campaign
At the price you promised
With the clarity they need to make a choice
That clarity often fails because of five common issues:
The product is in-store but not in the right place
A missed planogram, a late delivery, or a poorly trained merchandiser can mean your key SKU is hidden in the wrong aisle or zone. That means no impulse sales and lower promo visibility.
The promo is running but not signalled
If the promo shelf tag isn’t applied or signage is missing, shoppers assume the regular price still applies and skip the offer.
The price label is visible but outdated or inconsistent
With VAT changes, it's more important than ever that shelf and receipt match. Any mismatch breaks trust and leads to abandoned baskets.
POS materials are delivered but never installed
A totem left in the back room helps no one. The best-designed materials fail without in-store execution support.
Store staff is present but unaware of the campaign
This is a critical and often underestimated failure point. When staff can’t explain a promo or product feature, the campaign’s message gets lost.
Each of these mistakes may seem small, but together they form a pattern: the shopper doesn’t get what they were promised.
Execution Challenges Across Formats
Execution challenges don’t look the same everywhere.
In modern trade, challenges include:
Complexity across banners and formats
High shelf competition
Limited time for shelf updates
Lack of communication between central teams and stores
In traditional trade, challenges are often:
Store-to-store variability
Limited POSM placement options
Owner-led decisions
Informal promo implementation
Lack of visibility for brand teams
What Proper Execution Looks Like in Practice
✅ A promo that looks and feels the same in a Cluj modern trade as it does in traditional trade in Târgu Jiu.
✅ Clear, correct pricing even in regions where VAT rules just shifted.
✅ Staff who know how to explain the offer.
✅ A well-placed product with an eye-level tag that matches the shopper's expectations.
✅ POS materials that are visible, usable, and appropriate for the store size.
This is not idealistic! It's achievable, with the right processes in place.
How RDM Helps Brands Bridge the Gap
We built our tools to make in-store execution visible, measurable, and fixable across all formats.
Store 360. Photo-verifiable tracking of what’s actually happening in each store: price tags, promo signage, stock levels, secondary placement.
PromoPlan Compliance. Checks whether your promo is implemented as agreed and highlights regional or format-specific discrepancies.
Shelf Price Analytics. Helps identify price inconsistencies, old labels, or VAT-related mismatches that erode trust.
Mystery ShoppingGoes beyond the data. Our shoppers evaluate execution through the eyes of your customers, in real conditions.
Strategic ConsultingWe don’t just show you the problem. We help you fix it, with tailored advice based on local realities, category behavior, and execution feasibility.
Quick Wins to Improve Execution Today
Audit smaller stores first. Execution breakdowns often start in places that are hardest to track.
Use visual proof. Photos from Store 360 or compliance audits show what words and numbers can’t.
Simplify your POS kits. Especially in traditional trade, complex kits don’t get installed.
Brief store staff. Even a 3-minute explainer can turn a passive team into a promo ally.
Look at data across formats. Execution doesn’t fail everywhere the same way, but patterns can help you scale smarter solutions.
Final Thought: Execution Isn’t the End. It’s the Moment of Truth
Your brand’s most expensive campaign can still fail in the last meter.
Because that’s where it matters most. At shelf level. In front of the shopper.
Execution is not a formality. It’s the realization of your strategy, the face of your brand, and the moment where trust is built or broken.
At RDM, we work with brands that care about showing up. Brands that understand every product left in the warehouse, every missing shelf tag, and every silent promo affects the bigger picture.
