Agile Retail Execution Strategies for CPG Brands in Crisis

Shiva Kumar Shah . Posted on May 5, 2025 . Updated on May 25, 2025

The COVID-19 pandemic reshaped consumer behavior and forced consumer packaged goods (CPG) companies to rethink every aspect of their field execution. With rapid changes in shopping habits, new safety protocols, and supply chain disruptions, brands had to act fast and smart to maintain visibility, availability, and relationships at the shelf.

Retail execution strategies became the cornerstone of resilience, helping brands not just survive the crisis but evolve into more efficient and agile operations. Here's how one forward-thinking beverage brand responded to the challenge with agility, innovation, and data-backed decisions, offering valuable lessons for any CPG brand looking to elevate its field operations.

🛍️ Meeting the Demand for “Stock-Up” Shopping

When the pandemic hit, one of the first visible shifts was in consumer shopping behavior. Frequent store visits dropped, while basket sizes and bulk purchases surged. Customers stocked up on items that supported home consumption and boosted immunity.

For agile CPG brands, this wasn’t just a challenge — it was an opportunity. By closely monitoring shelf data and aligning with field feedback, the brand pivoted quickly. They launched multipack formats, rolled out larger beverage SKUs like 1L kombucha, and introduced new immunity-boosting offerings.

This strategic shift catered directly to new shopper missions and cemented their position in a rapidly evolving marketplace. Multipacks increased unit sales and secured more shelf space — an advantage that continues to drive visibility and velocity.

📊 Using Field Insights to Guide Smart Retail Execution

Real-time feedback from the field became more valuable than ever when making rapid decisions during unpredictable times. The brand empowered its field reps to track competitor activity, note shifts in store layouts, and communicate insights that influenced merchandising and innovation.

From shelf audits to manager interactions, every data point collected at the store level became part of a larger picture guiding product launches, promotional tactics, and display strategies.

Field teams were no longer just merchandisers — they became frontline strategists helping steer the brand through crisis with sharp retail execution strategies.

📝 Implementing Contactless Retail Audits

Safety became a top priority in 2020. Field teams needed to stay compliant with regional guidelines while continuing to gather crucial in-store data. This required creativity and adaptability in execution.

Instead of halting retail visits, the brand redesigned its audit processes to allow contactless store checks. Store visit surveys were updated with new language to reflect the realities of distanced interactions.

Even without touching shelves or products, reps maintained strong relationships with store managers, observed shelf conditions, and gathered meaningful insights. The ability to flex operations without compromising data quality was a major win for the team.

🧩 Decreasing Out-of-Stocks Through Smart Planogram Execution

One standout success came from a major planogram realignment with a national retail partner. Typically, such changes cause a temporary spike in out-of-stocks. However, with a strong retail execution strategy in place, the brand reduced out-of-stock rates by 37% during the realignment, well below target.

This success stemmed from detailed planning, field communication, and consistent store-level monitoring. By aligning planogram expectations with real-time field execution, they ensured product availability stayed strong throughout the transition.

This kind of operational agility gave the brand an edge in maintaining customer trust and avoiding revenue loss from empty shelves.

🤝 Growing Through Strategic Partnerships

Adaptable retail execution also opened the door to new business opportunities. After showcasing a high standard of shelf performance during a turbulent year, the brand attracted the attention of other like-minded companies seeking expert merchandising support.

They began managing merchandising for a fellow plant-based brand, further expanding their presence and leveraging existing field infrastructure to grow synergistically.

This partnership was a natural fit — both brands shared a distributor and consumer base, often appearing side-by-side in refrigerated sections. It was a smart extension of field capacity that benefited both parties.

👥 Fostering Team Collaboration and Healthy Competition

In addition to data and strategy, team culture played a critical role in successful retail execution. The field team embraced transparency and collaboration, using shared visibility of store visits to support each other and compare performance.

Reps could view how others were achieving zero out-of-stock rates or winning secondary placements, learn from their approaches, and apply similar tactics in their territories. Regional and national group chats created an open space to celebrate wins, troubleshoot challenges, and motivate one another.

This team-first approach to execution helped boost morale, surface new ideas, and maintain consistency across the market.

💡 Key Takeaways for CPG Brands

The retail execution strategies adopted during the pandemic proved that adaptability is key to surviving and thriving in the face of uncertainty. Here are a few lessons CPG brands can apply to their own field operations:

Listen to the field: Store-level insights are a powerful driver of agile decision-making.
Adapt surveys and audits: Create flexible processes that reflect current realities while still capturing the data you need.
Focus on execution during transitions: Whether it’s a planogram change or a product launch, execution quality makes the difference.
Build collaborative field teams: Empower reps to learn from one another and share ideas in real time.
Be ready to pivot: The ability to quickly shift products, formats, and strategies can unlock new revenue streams and partnerships.

These strategies are not only useful in times of crisis — they form the foundation of a future-proof retail execution approach that drives visibility, compliance, and growth in any environment.

✅ FAQs

1. What is agile retail execution in the CPG industry?
Agile retail execution refers to a flexible, data-driven approach that allows CPG brands to adapt quickly to market changes, optimize shelf performance, and maintain strong retail relationships.

2. How did CPG brands adapt their retail execution strategies during the pandemic?
Brands shifted to larger SKUs, multipacks, and contactless audits, while empowering field reps with real-time insights and collaborative tools to remain responsive.

3. Why are field insights critical for retail success?
Store-level insights help brands adjust planograms, monitor competitor activity, and align execution with shopper behavior, ensuring better availability and visibility.

4. What are the benefits of contactless retail audits?
Contactless audits enable safe, effective store visits while still collecting essential data and maintaining manager relationships during times of restricted interaction.

5. How can collaboration improve field execution?
Sharing performance data and best practices among field reps fosters a supportive team culture, drives healthy competition, and enhances execution consistency.