A product can be available but poorly positioned. A promotional price can be correct in a system but missing from the shelf label. A product can have its agreed number of facings yet be located on the wrong shelf. Avoid compressing these different situations into a single ambiguous "merchandising compliant" checkbox.
Define the visual standard
- Planogram compliance: actual shelf layout compared with an agreed reference. Record date and version of the reference.
- Facings: the count of visible front-facing product units, according to a consistent counting rule.
- Share of shelf: a defined portion of shelf space allocated to a brand or SKU. Specify whether using facings, linear shelf width or another method.
- Price compliance: the observed shelf price or promotion label compared with the applicable authorized instruction.
- Promotional visibility: presence and correct placement of required materials or displays during the campaign window.
A photo can support several checks, but each metric has its own definition and denominator.
Build a repeatable shelf audit
- Identify the category bay and the reference planogram.
- Confirm which SKUs are authorized in this store format.
- Check availability before counting display compliance.
- Record facings and placement using a written counting rule.
- Check price labels against the relevant campaign or price file.
- Capture overview and close-up evidence if permitted.
- Record actions taken and unresolvable constraints separately.
Distinguish exceptions from decisions
Sometimes a retailer has approved a local layout variation. Preserve that authorization instead of repeatedly reporting a violation. Likewise, a missing shelf label is a different issue from a disputed selling price. When a price discrepancy could affect consumers, follow retailer policy and applicable consumer laws; do not independently change tickets without permission.
A simple example
The agreed planogram gives four facings of a selected SKU. The rep observes two visible facings, a missing price ticket and inventory in the backroom. Record three distinct facts: facing shortfall, missing label and possible replenishment opportunity. The manager can then see whether corrective action restored all three conditions.
Where FieldKo fits
Reps can answer structured shelf questions and take photos during the visit. Vision AI, a paid add-on, can analyze shelf photos for products, facings, price tags and signage. A photo on its own won't confirm every planogram or price rule, so keep the checks that need a person.
See how FieldKo supports this →Further reading
Next: Run campaign activations well
Reviewed October 26, 2026. Examples, scores and thresholds are illustrative, not benchmarks. See the research and sources library for independent references.