The important question is not merely whether the stock system says units exist. It is whether a shopper can buy the product at the intended place and time. ECR Community defines on-shelf availability around that shopper reality, making it a joint concern for retailers and manufacturers.
First, record the symptom precisely
For an expected SKU, capture the store, product, observed availability, approximate time and relevant shelf context. If the item is not authorized for the store, do not treat the absence as a routine stockout. If the item is in an unexpected display area, record that distinction.
Use a root-cause tree
| What you observe | Plausible causes to investigate | Next responsible party |
|---|---|---|
| Shelf empty; stock in backroom | Replenishment delay, misplaced inventory | Store operations |
| Shelf empty; stock system shows units | Inventory-record error, shrink, misplacement | Retailer inventory/control team |
| No stock in store; recent order missing | Order trigger or transmission issue | Retailer buying/replenishment |
| No stock; expected delivery delayed | Distribution, supplier or delivery issue | Supply chain/logistics |
| Product not on authorized range | Listing or commercial agreement issue | Key account/category team |
| Gap appears only during promotion | Forecast, uplift, display placement, execution timing | Joint commercial and supply-chain team |
These are diagnostic categories, not automatic diagnoses. Check available evidence before assigning blame. Poor inventory record accuracy can mislead automated replenishment; research from ECR Retail Loss makes clear that the definition and measurement of inventory inaccuracy require care.
Build a resolution loop
- Log a store-SKU exception with a root-cause category and confidence level.
- Separate what the rep can safely correct in store from what needs escalation.
- Assign an accountable owner and a target date based on severity.
- Verify the actual shelf condition at the next appropriate opportunity.
- Review repeat exceptions across stores to locate structural causes.
An issue is not resolved merely because an email was sent or an order was raised. It is resolved when the intended condition is verified or an authorized exception has been agreed.
Use the right measures
An observed availability rate can be calculated from eligible SKU-store observations. Monitor the number and age of unresolved stockout incidents separately. If POS or inventory feeds exist, compare them with field observations and investigate discrepancies rather than assuming either is perfect.
Avoid false certainty from photographs
A single shelf photo may not show a product behind another item, an adjacent display or stock stored elsewhere. Use clear photo instructions and allow a field rep to annotate exceptions. Computer vision can assist, but low-confidence or high-impact findings need verification.
Where FieldKo fits
Reps record ranging checks, survey answers and photos during the visit, and the finding reaches Salesforce with the visit. From there you can assign the next action. Who can replenish, order or change the range is still for the retailer, supplier and field team to agree.
See how FieldKo supports this →Further reading
- ECR Community: on-shelf availability
- ECR Retail Loss: inventory record inaccuracy
- ECR Retail Loss: effect of improving inventory records
Next: Track planograms and promotions accurately | Exception action log
Reviewed October 26, 2026. Examples, scores and thresholds are illustrative, not benchmarks. See the research and sources library for independent references.