Field note
What a shelf walk reveals that sales files miss
Why walking the floor still matters when you already have a year of pharmacy sales extracts.
Sales files show what left the till. They do not show bent trays, blocked price tickets, or a competitor’s brighter endcap three doors down. A short shelf walk closes that gap.
Look first at adjacency. Cough syrups next to unrelated gift packs, or vitamins split across two aisles, create friction shoppers feel even when the numbers look fine. Note lighting and glare on glossy packs—products that photograph well in a catalogue can vanish under fluorescent wash.
Compare height and facing depth with nearby pharmacies. If your hero OTC sits below knee height while a neighbour keeps it at eye level, velocity differences may be layout, not loyalty. Photograph both (where store policy allows) so the conversation with staff stays concrete.
Price communication is part of the shelf. Handwritten stickers over printed tickets, missing unit prices, and crowded promo strips all slow decisions. Clean price presentation often lifts conversion without changing the assortment at all.
Schedule walks at different times of day. Morning stock replenishment and late-afternoon crowds tell different stories about what shoppers can actually reach.