Beyond the Planogram: Measuring What’s Actually on the Shelf

Share of shelf has always mattered. The ability to measure it consistently, objectively, and at scale has not existed. Until now.

Storesight’s Henry Ho (Chief Strategy Officer) and Marc Yount (Chief Operating Officer) sit down with Dan Nolan, a 15-year CPG veteran with experience at Nielsen, Kraft Heinz, Kimberly-Clark, and now Riverside Brands (Made Good), to unpack one of the most referenced but least accurately measured metrics in category management: share of shelf.

Not planogram intent. Not points of distribution. Not TDP counts. What’s actually on the shelf, how much space a brand is genuinely occupying, and whether that space is in the strike zone where shoppers actually buy.

Dan has lived this problem from every angle, building planograms at JDA, developing assortment tools at Nielsen, leading category strategy for a Fortune 500 CPG, and now driving growth for an emerging brand with limited resources and high expectations. His take is clear: the measurement gap has always been there. What’s changed is that a solution now exists.

As a Storesight beta user and early adopter, Dan brings a practitioner’s perspective on what share of shelf data actually unlocks for buyer conversations, category captaincy, competitive tracking, and the space-to-sales indexing that makes retailers pay attention.

In this conversation, you’ll learn:

• Why share of shelf and share of sales are not the same metric, and why confusing them leads to bad decisions
• How planograms, TDPs, and ACV have historically served as proxies for shelf reality, and where each one breaks down
• Why a brand can hold its TDP and still watch sales decline, and how strike zone placement explains the gap
• What quality of space means in practice, and how facing count alone can mislead category teams
• How on-shelf availability connects directly to share of shelf, and why out-of-stocks were invisible in legacy measurement approaches
• How emerging brands are using real-time shelf data to level up buyer conversations and compete with teams ten times their size
• Why the industry needs one consistent, objective standard for measuring share of shelf, and what that makes possible

Rather than treating share of shelf as a planning exercise or an annual snapshot, this episode reframes it as a dynamic, always-on operating metric that ties real shelf conditions to sales performance, opens new conversations with retail partners, and gives CPG teams the ground truth they’ve never had before.

About Storesight
Formed by the merger of Field Agent and Shelfgram, Storesight delivers always-on retail intelligence for CPG brands.

By combining a massive shopper network with advanced AI and image recognition, Storesight provides a continuous, objective view of in-store conditions, helping brands track share of shelf, monitor competitive moves, validate execution, and turn shelf reality into action.

Today, Storesight captures shelf conditions across 480 categories, 5,000 brands, and 50,000 locations, and is trusted by 95% of the top 50 CPG companies in North America.

Learn more: https://storesight.com/

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