You’ve nailed the sell-in. Secured premium space. The creative looks sharp. Stock’s in production. It’s all systems go.
But then... something wobbles.
Literally – in the case of that FSDU now bowing under the weight of six-packs it was never quite engineered to hold.
Or figuratively – when the promo kit turns up late, is missing a key element, or worse… sits untouched in the warehouse because no one in-store knows what it’s for.
Sound familiar? You're not alone.
Why promotions fail – and the real cost for NAMs
For National Account Managers (NAMs), a well-timed promotion can boost brand visibility, accelerate volume, and create standout in competitive categories. Think Back to School, Halloween, Christmas – high-stakes moments when brand presence matters most.
But when execution falls short, the fallout is serious.
- Missed sales targets
- Strained retailer relationships
- Damaged brand equity
- Uncomfortable conversations with senior leadership
The execution gap – where things really break down
While head office might have the promotional strategy nailed, the 'last mile' – from depot to shop floor – is often the weakest link.
A 2023 report by Lumina Intelligence revealed just how bad it can get: promotional compliance in UK grocery can fall as low as 40%.
Here’s what typically goes wrong:
- Stock misalignment
Products arrive late, or stock is mismatched to activation timelines – often due to poor coordination between forecasting and planning.
- POS left behind
Point-of-sale materials don’t make it to the floor because:
- Stores weren’t properly briefed
- Kits arrive too late
- Staff don’t know what to do with them
- FSDU failures
Freestanding display units that look great in the deck, but flop or get rejected in-store:
- Too tall for the aisle
- Too flimsy for the load
- No plastic base (and therefore unmoppable – yes, that's a thing!)
Design, delivery and dust
Consider these horror stories from the field:
- A beautifully branded Halloween FSDU arrives… on 1st November.
- A Back to School unit arrives without shelf inserts, so it can’t be merchandised.
- A display gets rejected outright – it doesn’t meet retailer guidelines.
None of these are isolated incidents. They’re cautionary tales from the shop floor – and they come at a high cost.
According to IGD, £1 in every £10 spent on in-store marketing is wasted due to poor execution.
It’s not (just) about the unit
Even when the POS materials are flawless, the campaign can still falter if store teams aren’t informed or empowered.
Store staff often have multiple competing priorities, especially during peak seasons. If a promotion arrives with no context or clear instructions, it’s likely to be left until someone has time – which may never come.
How to bulletproof your in-store promotions
The pros know that execution is never guaranteed. That’s why they build in smart guardrails from the start:
- Clear and concise retailer guidelines
- Pre-store briefing packs for staff
- Compliance monitoring (think field teams, photo uploads, digital check-ins)
And above all – timing. The retail calendar is ruthless. Miss your slot and you’re not just late – you’re irrelevant.
Better planning, not more planning
The solution isn’t more paperwork. It’s real-world planning that’s built for success:
- Involve key stakeholders early
- Stress-test POS in physical environments
- Design for practicality, durability and compliance – not just shelf appeal
- Understand individual retailer constraints
Execution isn’t a nice-to-have. It’s business-critical.
From concept to checkout - make every promotion count
Promotions should be powerful tools for growth – not painful post-mortems. But that only happens when your campaign makes it from the drawing board to the shop floor intact, on time, and ready to sell.
Want to avoid the pitfalls?
Download our free guide for NAMs
Includes a practical checklist, campaign timeline, and top tips for flawless retail execution.
This article was also published in KAMcity
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