Launch day always feels like a win. The stock is out, the POS looks sharp, the planogram is followed and you finally see all those weeks of planning come to life on the shelf.
The tricky part is what happens next.
Many brands, both local and international, put huge energy into getting to launch day and then assume the job is done. In reality, launch day is only the beginning. NZ retail floors are busy, constantly shifting spaces, and without regular in store support your brand can lose visibility fast.
Below are the most common merchandising mistakes we see across New Zealand stores, how they quietly impact sales and the simple fixes that protect your brand long after launch day.
The Mistake: Treating Launch Day as the Finish Line
Most brands set up beautifully on day one. But once the initial visit is over, the store is left to manage everything else. That is where things start to slip.
Common issues include:
• Stock sitting in storerooms instead of getting on shelf
• Missing or damaged POS
• Shelf strips falling off or going missing
• Competitor products creeping into your space
• Planogram drift as staff restock quickly during busy periods
• Displays losing impact because they are no longer front faced or tidy
None of these problems are dramatic on their own. The issue is they compound. Week by week, your presence gets weaker and your sales follow.
The Mistake: Assuming Stores Can Maintain Your Standards
Store teams work incredibly hard. They also juggle hundreds of categories and constant customer traffic. It’s completely natural for standards to slip over time, especially in high volume locations or during seasonal pressure.
This is why the “set and forget” mindset is so risky. Relying on stores alone is not a long term strategy for brands that want consistency nationwide.
The Mistake: Underestimating New Zealand’s Retail Variations
A single global planogram doesn’t always survive real world retail conditions.
Across NZ, stores differ in layout, storage space, staff availability, stock flow and seasonal traffic. What works in one Farmers store may not work in a Chemist Warehouse - even if they are in the same mall.. A product that sells fast in Auckland may sit slower in Dunedin, which changes how often it needs front facing or stock rotation.
Ignoring these variations leads to a patchy shopper experience and unpredictable sales results. For international brands especially, this can be one of the biggest surprises about our market.
How to Fix It: Commit to Ongoing Merchandising
Regular store visits are the most reliable way to keep your brand looking the way you planned.
With ongoing merchandising support you get:
• Stock consistently moved from storeroom to shelf
• Clean, tidy displays that keep shopper attention
• POS checked, repaired or replaced before performance drops
• Planogram compliance maintained across all stores
• Your brand’s allocated space protected from competitor creep
• Real time photos and reporting to understand what’s happening on the ground
This regular touchpoint protects your investment and keeps your brand retail ready every week, not just at launch.
How a Local NZ Team Makes the Biggest Difference
Whether you are a New Zealand brand or a global brand entering this market, the on the ground reality is the same. NZ retail has its own quirks, regional patterns and store level behaviours.
Local reps understand which stores sell through faster, which locations need more support, and which fixtures tend to shift often. They build relationships with staff, handle issues as they happen and keep your brand presentation consistent even as conditions change.
A strong merchandising partner becomes your eyes and ears in store. You gain national consistency, clear reporting and confidence that your brand is being represented properly.
Why It Matters
When merchandising is only done on launch day, brands often:
• Miss sales because stock never makes it to shelf
• Lose visibility as POS disappears
• Struggle to maintain brand standards across stores
• See promotions underperform even with strong marketing
• Spend more time fixing problems that could have been prevented
Brands that invest in consistent in store support see stronger sell through, improved compliance and better retail relationships. Most importantly, their products stay front and centre where shoppers can actually buy them.
Final Thought
Launch day is exciting, but it is not the end of the story. If you want strong, steady performance across the whole season, the real magic happens in the follow up. Regular merchandising keeps your brand looking its best and gives every product the chance to sell the way it was designed to.
If you would like help building a consistent retail execution plan across NZ, the VSS team is always here to support you.
