Before sending anyone into stores, start with a shelf management standard. This is your brand’s playbook for what “good” looks like at the shelf. It should include:

• Expected facings
• Correct shelf location (aisle, eye-level, refrigerated, etc.)
• Promotional ticketing or pricing
• Any secondary placements or in-store displays
• Replenishment guidance (back stock, planograms)

A good field team doesn’t guess — they check compliance against clearly defined KPIs.

Modern field teams don’t rely on clipboards and emails. They use live digital tools like Opmetrix to capture in-store data instantly. For example, Surge SMC integrates Opmetrix with Power BI dashboards to track:

• Shelf availability and compliance
• Stockouts and OOS risk
• Ticketing issues
• Display execution
• Store-specific photos and comments

This allows brand managers to spot issues in real time, allocate resources efficiently, and have data-backed conversations with buyers.

Not all stores are equal. Your field team should be prioritising:

• High-volume locations (top 20% of sales)
• Stores with known compliance issues
• New product launches or promo hotspots
• Underperforming stores that need additional support

Using past sales data and promotional calendars, you can build call cycles that align with key commercial moments — maximising impact during critical sales windows.

Relationships matter — especially in New Zealand. Store managers hold huge influence over what gets stocked, displayed, and supported. A good field rep isn’t just transactional — they’re building trust.
Experienced teams know how to:

• Identify decision-makers
• Resolve issues diplomatically
• Negotiate for space or displays
• Build loyalty to your brand at store level

This soft power is often the missing ingredient between “listed” and “selling.”

Your team should be trained not just to check boxes, but to influence outcomes. That means:

• Flagging when promos aren’t live
• Educating staff on product benefits
• Asking for restocks or facing expansion
• Suggesting cross-merchandising opportunities

For example: if your new plant-based product is on promo, but the ticket is missing and it’s buried on the bottom shelf — your field team should fix that immediately and report it back.

In-field performance should never sit in isolation. Your field reports should inform:

• Retailer performance reviews
• Category review prep
• Forecasting and replenishment planning
• Promotional ROI analysis

At Surge SMC, our Head Office and Field teams work as one — feeding live store data into commercial and category discussions, so you’re always equipped with real-time intelligence

In-field performance should never sit in isolation. Your field reports should inform:

Out-of-stock problems often start upstream. Field reps play a key role in early warning systems by spotting gaps before they escalate. Combine this with proactive demand forecasting (like we do with Hansells), and you create a seamless loop between sales, marketing, and supply chain.

The result? Less waste. Fewer lost sales. Stronger sell-through.