The Shelftide blog
Field notes on retail execution.
Founder-voiced playbooks on the five benchmarks that decide whether a sales-led CPG brand’s distribution compounds or quietly erodes. Written for the category managers who own the shelf strips the regional reps cannot visit every week.
- What MAP violations are doing to your brand's pricing powerAugust 3, 2026·The Shelftide founders
A below-MAP listing does not "grow" units — it erodes the price stickiness that the channel needs to keep the brand at the front of the next planogram reset. Five erosion vectors every MAP-owning category manager should price in.
- Why out-of-stocks cost CPG brands more than you thinkAugust 1, 2026·The Shelftide founders
A single OOS on a flagship SKU is not just the lost unit — it is a halo miss, a private-label substitution, a planogram re-slot, and a buyer who remembers the call five months later. Five leak vectors every category manager should price in.
- What separates retail-execution winners: 5 benchmarks every CPG brand manager watchesJuly 29, 2026·The Shelftide founders
Five retail-execution benchmarks that separate the CPG brands that grow on shelf from the ones that watch their distribution erode. What to measure, what to ignore, and how often to look.