During a store visit, you notice a competitor's battery brand is occupying the best shelf space and the store staff are actively recommending it. How would you assess the situation and what would you do?

Situation

While handling field survey visits for a consumer electronics brand, I once entered a retail store and immediately noticed that our main competitor's new product line was displayed at the entrance end-cap, while our products were pushed to the back. Staff were handing out competitor brochures to customers.

Task

I had to quickly assess why this was happening and develop a plan to regain visibility and staff recommendation for our brand.

Action

I discreetly observed the competitor's displays and promotions, then talked to the store manager to understand any incentive programs the competitor offered. I learned they gave higher margins and SPIF (sales performance incentive funds) to staff. I then proposed a counter-offer to the store: I renegotiated our trade terms to provide a similar staff incentive for selling our product, and I arranged for a small, attractive point-of-purchase display to be placed near the counter, along with free battery testing as a value-add for customers.

Result

Within two weeks, our product's shelf placement improved, and sales of our brand in that store increased by 30%.