Shelftrak Debuts Travel Retail Analytics to Boost In-Store Sales Performance
Shelftrak is heading to TFWA World Exhibition & Conference in Cannes with a new generation of global dashboards and a Perfect Store framework built to turn shelf-level execution into measurable sales lift.
As Global Travel Retail Magazine reports, the data specialist is taking aim at one of the industry's quietest profit leaks: revenue sitting right there on the fixture. For anyone running a planogram or fighting dead zones on a travel-retail floor, that pitch lands close to home.
What the dashboards actually surface
The expanded platform pulls data from roughly 100 travel-retail stores and lets commercial teams drill from a worldwide view down to a single airport, store, fixture, brand or SKU. The metrics that matter to us on the floor: assortment and distribution, share of space and facings, shelf position and visibility, pricing, promotional activity and competitor execution.
That is, in plain merchandising language, sightlines quantified, dwell time inferred, SKU density benchmarked store by store. According to dfnionline.com, the dashboards are designed to answer three questions that haunt every category buyer — where execution is strongest, where it is falling behind, and which stores should be prioritised first.
The Perfect Store framework
Alongside the dashboards, Shelftrak is rolling out a Perfect Store framework that translates category and brand objectives into store-level execution standards. Clients set the benchmark themselves — what "perfect" looks like by retailer, airport, store format and shopper mission — and Shelftrak measures real-world performance against it, wave after wave.
The framework covers assortment, availability, space, visibility, pricing and promotions, and is designed to deliver a store-level action plan for commercial, category and key-account teams. Think of it as a planogram that scores itself, with gap closures priced in.
Putting a dollar figure on the dead zones
This is the number that will get a floor manager's attention. A recent diagnostic for one client uncovered roughly $4.3 million in annual retail sales sitting untapped across the Perfect Store pillars. The breakdown: about $2.9 million from closing priority share-of-space gaps, $1.1 million from improving distribution and availability, $0.15 million from pricing opportunities and $0.15 million from promotional execution. The estimate was built at store and SKU level using rate of sale, retail selling price and the realistic share of each gap that could be addressed.
No new stores. No passenger growth. Just the value of executing the existing portfolio better inside the existing estate.
What to watch at Cannes
Shelftrak Managing Director Garry Stasiulevicuis framed the launch around a single idea — the industry's biggest growth opportunity is not the next concept, it is what is already on the shelf. As he put it, a global average might identify that a problem exists, but it does not tell a commercial team where to act.
If the Cannes demonstrations deliver on that promise, expect travel-retail operators to start quantifying their own dead zones and rewriting planograms around the numbers, not the instincts.