Shifting landscape of branded products in Australia’s retail market

The retail landscape in Australia is witnessing a significant shift in product offerings, marked by a trend where retailers are strategically reallocating shelf space from well-established brands to their own private-label or store-brand products. This strategic move aims to provide consumers with more budget-friendly options while maintaining product quality, thus fostering increased interest in private-label items due to their attractive price points.

By quantifying the value of your brand's shelf presence, businesses can substantially improve their collaboration with Australian retailers. Utilizing data can facilitate more effective negotiations, allowing brands to secure optimal shelf placement for their products.

This data-driven approach empowers retailers to make well-informed decisions regarding product assortment, paving the way for robust partnerships between Fast-Moving Consumer Goods (FMCG) companies and retailers. Ultimately, this symbiotic relationship contributes to category growth and mutual benefit.

Measure the presence of your brand

To enhance your collaborative business discussions, it's important to gain a deeper understanding of how your products are displayed on shelves. This involves evaluating aspects like: Product Availability on Shelves and Shelf Appeal.

By examining these aspects, you can ascertain the contribution that your brand's shelf placement makes to the overall product category. Let's delve into each aspect further with an illustrative example.

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OOS/OSA analysis

Often, stock shortages (OOS) are a consequence of insufficient shelf space allocation. The Allocation of Shelf of Share is closely tied to the appeal of the shelf, potentially resulting in improved product turnover. A thorough investigation can establish a connection between the number of product placements and the rate of stock shortages, providing an optimal count of placements that benefits both your brand and the retailer.

Beyond fortifying negotiation positions, this type of examination can furnish a comprehensive overview to share with brand managers, market research units, business executives, and analytical teams. These teams will value the data and integrate it into their strategies for consumer-oriented business plans. The comprehensive analysis can offer insights into:

  • OOS based on product reference, store location, day, and even hour.

  • Calculations to quantify the extent of the shortfall associated with OOS, aiding in prioritizing corrective actions.

  • Operational suggestions to mitigate instances of OOS concerning your products.

Utilizing Smartspotter for successful business strategies

SmartSpotter, a cutting-edge data and activation platform, is pivotal in augmenting joint business negotiations in the country. With its real-time data and insights, SmartSpotter enables businesses to seamlessly digitalize their store planograms on a large scale, unlocking untapped potential within the market.

In the context of Australia's evolving retail landscape, SmartSpotter provides invaluable features:

1. Real-time Data: Partnering with Roamler, SmartSpotter offers up-to-the-minute, location-based planogram data. This data can be effortlessly sourced from various points of sale (POS) across multiple Australian regions, providing comprehensive insights within days. The data is presented through dynamic live dashboards and tailored reports, ensuring businesses can access accurate and current information.

2. Photo Reports: Custom dashboards on SmartSpotter come complete with photo reports that serve as visual evidence of in-store execution. These photo reports play a crucial role in substantiating compliance with negotiated agreements. If retailers fail to adhere to established terms, businesses can easily present photo documentation as proof of their obligations.


By harnessing the capabilities of SmartSpotter, brands can strategically navigate negotiations in the Australian retail landscape. The platform's real-time data and photo reports empower businesses to establish their brand's presence, optimize shelf space allocation, and ensure the success of new product launches. With SmartSpotter, joint business negotiations become a data-driven endeavour that fosters growth and collaboration within the Australian market.

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