Unlock the growth already on the shelf

Shelftrak will arrive at TFWA World Exhibition & Conference in Cannes with a simple message for the travel retail industry: before investing in the next growth opportunity, businesses need to address the revenue and profit being lost through poor execution on today’s shelves.

According to Shelftrak, the industry’s instinct is to look outward for growth — investing heavily in innovation, activations, new retail concepts and new-market expansion. Yet significant growth is sitting untapped much closer to home, within the existing store estate: in assortment, availability, space, visibility, pricing and promotions.

At Cannes, Shelftrak will demonstrate how its expanded platform helps retailers and brand owners identify these gaps, quantify their commercial impact and prioritize the actions most likely to deliver growth.

New global dashboards

Shelftrak will introduce a new generation of global dashboards, giving clients the ability to navigate seamlessly from a worldwide view of execution down to individual airports, stores, fixtures, brands, or SKUs.

Across approximately 100 major travel-retail stores, the dashboards bring together a consistent set of execution metrics, including:

• Assortment and distribution

• Share of linear space and facings

• Shelf position and visibility

• Pricing and price architecture

• Promotional presence, intensity and depth

• Competitor execution

• Wave-on-wave change

The dashboards don’t just show the data — they answer the commercial questions behind it: where execution is strongest, where it’s falling behind, what’s driving the gap, and which stores to prioritize first.

Turning Perfect Store strategy into store-level action

Shelftrak will also unveil its new Perfect Store framework — a groundbreaking approach that translates strategic category and brand objectives into measurable execution standards for every single store.

Clients set the standard: what ‘perfect’ looks like by retailer, airport, store format and shopper mission. Shelftrak does the rest — measuring real-world execution against it and tracking progress wave after wave.

No single global benchmark fits every location. The right range, space, price and promotional strategy differ by market and by store — and the approach is built around that reality.

The result: a store-level action plan that tells commercial, category and key-account teams exactly where to focus — on the execution changes that actually drive growth.

Quantifying the cost of poor execution

Shelftrak isn’t just identifying execution gaps — it’s putting a price on them. A recent diagnostic for one client uncovered a $4.3 million annual retail-sales opportunity, hiding in plain sight across the Perfect Store pillars.

Broken down, the $4.3 million opportunity comprised approximately:

• $2.9 million from addressing priority share-of-space gaps

• $1.1 million from improving distribution and availability

• $0.15 million from correcting price-positioning opportunities

• $0.15 million from improving promotional execution

Built at store and SKU level, the estimate used clear assumptions on rate of sale, retail selling price and the realistic proportion of each gap that could be closed. No new stores. No passenger growth. Just the value unlocked by executing the existing portfolio more effectively, within the existing estate.

Garry Stasiulevicuis, Managing Director of Shelftrak, said:

“Travel retail spends a great deal of time searching for the next big growth opportunity. We believe one of the biggest opportunities is already in front of us: fixing what is on the shelf today. A global average might identify that a problem exists, but it does not tell a commercial team where to act. Our new dashboards allow clients to move from a global view to an individual store in a few clicks, understand the cause of the gap, and put a realistic value against resolving it.

“Our mission at Cannes is to help brands and retailers turn execution data into clear commercial decisions — showing what needs to change, where it needs to change, and what that change could be worth.”

Throughout TFWA Cannes, Shelftrak will be meeting retailers, brand owners and commercial teams to demonstrate its new dashboards, showcase the Perfect Store framework, and show how sharper store-level execution can unlock measurable growth.