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FelgorFELGOR
Shelf execution and trade marketing•Brands and operations across multiple points of sale

FELGOR Shelf

Turns every field-rep visit into visual evidence of shelf execution

The problem

Space negotiation with retailers is decided on hunches. The trade marketing team visits stores, fills a spreadsheet, sends loose photos on WhatsApp — and when they sit with the retail buyer, there's no consolidated evidence. The competitor has data and wins the space. Worse: critical stockouts at high-velocity stores only become a problem when the rep calls complaining the order didn't arrive — two weeks later.

The solution

FELGOR Shelf turns the shelf photo into a decision. Field rep opens the PWA at the visit, takes the photo, marks the checklist. Done. The system handles the rest: identifies what's there and what's missing, calculates how much shelf the brand owns vs the competition, alerts trade marketing when stockouts appear, and builds the visual evidence deck for the retailer meeting.

Capabilities

What the product does

  • Photograph the shelf straight from the phone — no long checklist, no manual typing
  • Detects stockouts automatically, without the rep having to mark anything
  • Calculates share-of-shelf by category, brand vs competition
  • Compares the expected planogram against actual execution — flags divergences per store
  • Operational alert to the trade team when a critical stockout appears
  • Visual evidence deck ready for retailer meetings — consolidated photos, time series

Where it applies

It's not a vertical product

The engine is the same. What changes is the catalog trained for each context. Below are the sectors where we've already seen it make sense — but the use cases don't stop here.

  • Food and beverage industry
  • Personal care and cosmetics
  • Nutraceuticals and natural products
  • Pharmacy and drugstore
  • Construction and hardware retail
  • Pet shop and animal products
  • Beverages and tobacco

How it works

Day to day

  1. 1

    Field rep visits the store and photographs the shelf from their phone

  2. 2

    System analyzes in the background and updates the dashboard

  3. 3

    Trade team receives a critical stockout alert and acts the same day

  4. 4

    Key account exec pulls the history before the retailer meeting

Gains

What changes in the operation

  • Reps visit more stores per day — checklist stops being a bottleneck
  • Negotiation with retailers becomes evidence-based
  • Stockouts surface on the day of the visit, not two weeks later
  • Trade marketing stops getting late reports and starts acting in real time

Who this is for

Any brand or operation that depends on shelf execution to sell — regardless of the category. The engine recognizes whatever product you've trained: yogurt cups, blister packs, beer bottles, pet food bags or paint cans. What changes is just the trained SKU catalog.

Works best in categories where:

  • Shelf space is the sales bottleneck (not retailer stock)
  • There's an expected planogram per store or per channel
  • Retailer negotiation is recurring — KAM returns to the table month after month

If the brand sells 100% via e-commerce or has exclusive distribution, the product doesn't apply.

What FELGOR Shelf isn't

Not a generic checklist app that swaps paper for phone. The photo is the main input — most of the typing disappears. Not a stat dashboard that aggregates after the fact. Alerts arrive in real time, during the visit cycle. Doesn't replace the rep. Repositions their work from "logging data" to "acting on the floor".

How it fits in

The PWA installs on the rep's phone in minutes. Trade marketing accesses it in the browser. The visit route doesn't change — what changes is what the rep does with the time they reclaim.

Want to learn more about FELGOR Shelf before booking?

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