By Rob Hind

In the FMCG sector, standing out on crowded shelves requires more than just compliance checks and routine stock management. Traditional merchandising keeps shelves stocked, but it doesn’t always drive sales or deliver measurable ROI.

A sales-led merchandising strategy changes that. By prioritising revenue outcomes and using data to guide decisions, brands can ensure every in-store activity is designed to increase visibility, engage shoppers, and boost sales.

In this article, I dive into what this means for CMOs and why this approach can be a critical strategy for driving growth, aligning teams, and turning merchandising investments into measurable results.

What Sales-Led Merchandising Means

Where traditional merchandising often focuses on operational tasks, sales-led merchandising prioritises revenue outcomes, ensuring every activity is designed to drive measurable sales growth.

While the metrics tracked by traditional merchandising are important, they don’t always translate into increased revenue or customer engagement.

Brands that adopt a sales-led merchandising strategy can use insights from sales data, customer behaviour, and market trends to make informed decisions about which products to prioritise and how to promote them effectively.

The Impact on Revenue and Growth

Effective in-store execution directly influences sales. When a brand focuses on sales-led merchandising, it can make sure everything they do aligns with its revenue goals, helping to increase product visibility and encourage purchases.

Sales-led strategies ensure that high-performing products are placed where shoppers are most likely to notice them. Eye-level shelves, end-of-aisle displays, and strategic alignment to complementary items can all increase the likelihood of planned and impulse purchases.

These strategies, especially when backed by data, also allow FMCG brands to adapt quickly to market trends to reduce stockouts and plan promotions more effectively.

The Roles of CMOs in Driving the Strategy

CMOs are uniquely positioned to lead sales-focused merchandising in FMCG organisations.

Beyond traditional marketing responsibilities, they can connect in-store execution to bigger revenue and growth goals, ensuring decisions are strategic rather than just operational.

By using insights from sales data, customer behaviour, and market trends, CMOs can guide merchandising teams on which products to prioritise, how to structure promotions, and where to optimise shelf space to consistently support revenue goals.

CMOs also play an important role in maintaining the relationship between marketing, sales, and retail teams. When these teams work together under a sales-led framework, brands are better able to respond to market changes, capitalise on high-performing products, and maximise ROI.

Overcoming Common Barriers

Implementing a sales-led merchandising strategy isn’t without its challenges. Let’s take a look at what they are and how to overcome them.

Addressing data gaps

Without access to accurate, real-time sales data, it can be difficult to make informed decisions.

Investing in integrated reporting systems and ensuring transparency across teams allows brands to identify products that drive sales, optimise placements, and measure ROI more effectively.

Aligning brand and retail partners

Misaligned priorities can limit the impact of merchandising efforts. Clear communication, shared KPIs, and regular performance reviews help ensure all stakeholders focus on the same sales-driven objectives.

Building in-store capability

Even with the right data and alignment, execution can fall short if retail staff aren’t trained or empowered. Providing proper guidance, training, and incentive structures ensures merchandising plans are executed consistently and effectively.

Become a Brand That Thrives with Meridian

Sales-led merchandising turns routine retail activities into a powerful driver of revenue and growth.

By focusing on measurable outcomes, leveraging data insights, and aligning your teams with clear objectives, your brand can maximise visibility, drive sales, and outperform the competition.

At Meridian, we help FMCG brands implement sales-driven merchandising strategies that turn insights into action and investments into measurable returns. Get in touch with Meridian today and start powering your growth with heart.