How to Measure Secondary Display Compliance Without Noise
Photo albums alone do not tell a trade marketer whether a secondary display is working. We score each visit on four axes: presence (is the unit there?), visibility (can a shopper see it from the aisle?), integrity (POS, pricing, damage), and stock depth.
Weight those axes by campaign goal. A launch that needs awareness can tolerate thinner stock for a day; a price promotion cannot. Publish the weights in the brief so auditors and brand teams argue less about “pass” versus “fail.”
Close every audit with three ranked actions the merchandiser can finish on the next visit. That keeps reports operational instead of archival.