How to Improve Visibility In-Store: What FMCG Brands Need to Hear (But Rarely Do)

Let’s Be Honest: Visibility Isn’t a Given

If you're an FMCG brand, visibility is everything.

You’ve fought for the listing. You’ve secured a promotional window. You’ve shipped the stock. But then… what?

Your product hits stores, and what was supposed to be a bold launch ends up as a quiet appearance on the bottom shelf — missing POS, incorrect pricing, and no secondary siting in sight.

This is the reality many brands face. Visibility isn’t guaranteed — it’s earned, checked, and often fixed at the last mile. And that’s where things break down if you don’t have the right field sales support.

What Visibility Actually Means in the Real World

Brands often think visibility means “we’ve sent out POS” or “we’re in the planogram.”In theory, yes. In practice? Not quite.

Visibility is about how your product shows up in real stores:

• Is it at eye level or hidden low down?

• Is it front of shelf or pushed to the back?

• Are staff aware of the promotion - or unaware it exists?

• Has your secondary display even made it out of the storeroom?

Visibility is messy. It gets lost between head office intent and retail execution. That’s why field teams matter.

The Store Manager Doesn’t Work for You

Here’s something many brand teams forget: you don’t control the final few feet.Store managers, depot staff, convenience owners — they’re running their own show, with competing priorities and limited time.

You can’t assume compliance. You have to earn it.That means showing up. Building relationships. Spotting issues. Taking action.

This is where a partner like OnPoint Retail becomes invaluable, not just reporting what’s wrong, but fixing it in the moment.

How OnPoint Retail Improves Visibility Where It Counts

Our experience and ethos means we approach in-store visibility as a living, breathing thing, something that needs constant attention and activation.

Here’s how we help brands stand out:

• Physical Presence - our field team regularly visit stores, ensuring your product is where it should be and looks the part.

• Retailer Engagement - we seek to build rapport with store staff, so they see your brand as worth supporting, not just stocking.

• POS Placement & Maintenance - from wobblers to FSDUs, we ensure it’s built, positioned and kept in place.

• Secondary Siting – where and when possible, we endeavour to negotiate on the ground for extra exposure, whether that’s end-of-aisle or impulse zones.

• Real-Time Fixes - if your price is wrong, stock is hidden, or POS is missing, we’ll strive to sort it there and then, not two weeks later via email.

• Photo & Data Capture - we provide proof, insight and measurement to inform what’s working and where to adjust.

Visibility = Velocity

Here’s the simple equation: no visibility, no sales.You can’t win the shopper’s attention if you don’t show up well. And in a competitive retail landscape, “just being there” isn’t enough.

That’s why we treat visibility not as a tick-box exercise, but as a sales driver : something to plan for, invest in, and measure rigorously.

Final Word: Let’s Show Up Smarter

If your brand is in-store, but not selling the chances are it’s not being seen.Let’s change that.

At OnPoint Retail, we combine field sales expertise, retail relationships and on-the-ground action to help brands show up properly, in every store, every visit.

Ready to be seen where it matters most? Let’s talk visibility.