Understanding merchandising 4.0
The merchandising 4.0 goes beyond strict compliance with the planogram. It transforms every visit to the point of sale into actionable information. Today, these observations feed directly into dashboards. This evolution is the result of the encounter between the human experience, the Business Intelligence and AI models to enrich the analysis.
From merchandising 2.0 to merchandising 4.0
For a long time, merchandising was synonymous with execution: stocking shelves, restocking, installing point-of-sale displays, checking for shortages.
Today, brands want to understand. Why does a particular product sell better here than elsewhere? Why does a leading product perform well in April but not in June? Why is a category losing ground despite good visibility?
This is where merchandising 4.0 comes in: every photo, every survey, every note in the field becomes usable data. When these signals are cross-referenced, they reveal what raw data alone does not: the why behind the performance.
Observations are no longer piled up in reports; they are transformed into concrete actions.
An alert? It triggers a targeted visit.
An anomaly? It triggers an immediate check.
A good result? It feeds the next priorities.
This rapid loop between observation, decision and action means that merchandising is no longer a simple execution, but a strategic management tool serving sales and the customer experience.
The alliance of digital, AI and an eye on the ground
Mobile applications, visual recognition, geolocalised reporting, dated and time-stamped photographs: the technology guarantees traceability and reliability. AI identifies recurring patterns, detects incomplete facings, points out missing point-of-sale displays and estimates the risk of breakage. The eye in the field, on the other hand, contextualises these signals, qualifies the local reality, captures the atmosphere, consumer gestures and shop constraints. This back-and-forth between human and machine makes all the difference.
Decision-oriented management
Supermarkets, hypermarkets, DIY stores and retail outlets: merchandising 4.0 is making it possible to move from control to target-based management. Sales managers make decisions on the basis of clear indicators: layout conformity, product availability, promotional exposure, quality of execution, share of useful shelf space. Data becomes a common language that facilitates coordination between head office, category management and the field.
The eye in the field, a strong link in the performance chain
In the 4.0 model, technology is important, but it's not enough.’human interpretation remains decisive. Unread data remains a signal. The merchandiser, by reading the point of sale, transforms this signal into a decision. He becomes a performance player.
Observe to understand
On a day-to-day basis, a misaligned facing, misplaced point-of-sale advertising, a saturated TG, a product cannibalised by a neighbouring promotion or a thwarted buying path can cost sales. The experienced eye identifies these details that the algorithm doesn't always see. This eye qualifies the actual execution, qualifies the metrics and explains the discrepancies.
The teams at Service Innovation Group France capitalise on a wide range of assignments: new store layouts and relocations, restocking, theatrical displays, audits, shelf surveys, store checks and shopper surveys. Each visit produces high-value information: competitor placement, visible stock depth, real impact of POS displays, shelf perception, logistical obstacles.
Feed back information, drive fast
The heart of 4.0 is the structured ascent and its integration in near-real time. Time-stamped photos, categorised anomalies, coded comments, compliance scoring, planogram checklists and risk estimates. All this feeds into the dashboards, triggers action tickets, prioritises back-up visits and informs resale appointments.
Working with the sales force and trade marketing
Performance also comes from coordination. Merchandisers share a common understanding with sales teams and trade marketing. Resale pitches backed up by photos, repositioning of point-of-sale advertising, adjustment of a layout plan, supplier relaunch, targeted DN increase: cooperation converts observation into results.
Service Innovation Group France is building on this momentum with integrated systems: Substitute sales force, merchandising, sales activation, telesales. Each assignment feeds market knowledge and reinforces the learning loop, from shelf to sell-out.
From field to data: towards predictive merchandising
The merchandising 4.0 doesn't just describe. It anticipates. The consolidation of field surveys, cross-referenced with visit histories, sales volumes and promotional calendars, paves the way for early detection of risks and opportunities.
Data becomes intelligence
Thousands of photos and surveys are fed into a usable database. Visit dashboards continuously monitor compliance, useful visibility, share of shelf space, presence of ILV/PLV, availability and compliance with promotional windows. AI identifies weak signals, suggests priorities for action, and estimates the impact of corrective action.
From description to prediction
By combining historical data, shop context and human observations, we can anticipate a drop in visibility, a likely break, a recurring non-conformity or a sub-optimised TG. Action plans are triggered earlier, with targeted allocation of resources. Trade budgets are concentrated where the expected return is greatest.
Data reliability starts in the field
Predictive performance only exists if the basic data is reliable. Rigorous qualification, standardised photography, precise labelling, quality control, cross-checking: human intervention secures the base. Trained merchandisers know what to look for, how to capture it and how to feed it back.
Service Innovation Group France relies on a system combining ongoing training, standardised reporting tools, on-the-spot supervision and quality review. The aim is simple: to deliver usable feedback that can be rapidly transformed into decisions.
Towards responsible and humane merchandising
Merchandising 4.0 is paving the way for 5.0: more responsible, more aware of its impact and always guided by the human factor. The quest for performance is now accompanied by a demand for sobriety, fairness and respect for teams in the field.
More sustainable practices
Optimising rounds, pooling work, digital briefing, limiting printing, reusable media, centralising statements: these choices reduce the footprint of operations and improve the accuracy of execution. The aim is not to increase the number of visits, but to maximise the impact of each visit.
Valuing people
Technology is accelerating, AI is taking precedence, but confidence in the shelf is built with trained professionals. Visit SIG Academy and our SIG Training online platform reinforces skills in layout, restocking, theatricalisation, auditing, data reading and the use of tools. A well-trained merchandiser gains in precision, autonomy and customer awareness.
Consistency between brand and field
Responsible merchandising aims to align the promise and reality on the shelf. Meticulous execution, clear visibility, readable information, a fluid experience: these details maintain the brand's credibility and improve conversion.
Conclusion: merchandising 4.0, a lever for management and responsibility
Merchandising 4.0 has ushered in a new phase for our sector: every observation in the field is fed into precise management of sales performance. Data speeds up execution and makes decisions more reliable, while the expertise of our teams gives meaning to the signals collected.
Visit after visit, photo after photo, the findings become concrete actions: optimising layouts, anticipating out-of-stock situations, aligning trade priorities. Measurement is progressing, as is efficiency, without losing sight of the reality of the point of sale and respect for the teams who bring it to life. The momentum is building towards a more demanding, more responsible and sustainable model, always centred on people.
Service Innovation Group France supports brands as they move towards more intelligent, high-performance merchandising, from on-the-ground analysis to operational decision-making.
