Fixing the Basics: Shelftrak to launch Monthly Display Tracking app at TFWA World

Shelftrak Ltd, the AI-powered retail execution intelligence platform, is set to launch its Shelftrak App, a breakthrough solution designed to help global brands and retailers in travel retail master the fundamentals of in-store execution.

The new service will debut at the upcoming TFWA World Exhibition & Conference in Cannes, offering brands the ability to track monthly compliance on displays, promotions and pricing at a global scale.

A New Standard for Monthly Audits

Shelftrak’s message is simple but powerful: fixing the basics is travel retail’s most underrated growth lever.

The Shelftrak App directly addresses this problem by combining AI-powered image recognition with Shelftrak’s proprietary execution intelligence. The result is a rapid, objective, and highly accurate system that compares planograms to reality-grams in seconds, pinpointing exactly wher eexecution gaps exist.

The App captures fixture photos, analyses them using advanced AI, and delivers actionable reports showing:

·      Planogram compliance –verifying if agreed layouts are executed correctly

·      Pricing accuracy – ensuring clarity, consistency, and trust in value messaging

·      Promotion and display compliance – confirming mechanics and visibility are delivered in line with trade agreements.

·      Encroachment tracking –highlighting when competitor brands overstep boundaries and dilute category visibility.

Surfacing these insights monthly using technology empowers brands to fix problems faster, turning missed opportunities into incremental sales.

Why the Basics Matter

Shelftrak data reveals that 50–60% of planograms in global travel retail are not executed as intended. Meanwhile, confusing price messaging, over-ranging, and brand encroachment frequently undermine the shopper experience, leading to lost conversion.

“Forget grand talk about the industry creating amazing experiences when we need to fix the basics first,” said Garry Stasiulevicuis, Managing Director of Shelftrak Ltd. “At Shelftrak, we believe that consistently strong execution - fixtures that are shoppable, accurate, and clear - creates the foundation for all other growth. Fixing the basics isn’t glamorous, but it’s the single biggest growth lever available to brands and retailers in this channel.”

Indeed, Shelftrak has measured that brands who track compliance and act on execution issues monthly can see sales uplifts of +5% to+18% - returns that often exceed other campaigns and activations.

Industry-Wide Relevance

The launch comes at a critical moment for the channel. Core categories like alcohol, confectionery, and beauty remain the engines of travel retail, yet Shelftrak’s category snapshots show wide gaps in execution that are weakening sales.

“Brands are spending millions on in-store visibility, buttoo often they lack the evidence to know whether those investments are paying off,” said Simon Best, Operations Director at Shelftrak Ltd. “The Shelftrak App changes that. Our reporting can tell a brand whether their SKUs are positioned correctly, priced correctly, and promoted correctly. It’s action-focused intelligence, designed for real-world benefit.”

The Shelftrak App is built to cut through these inefficiencies. By offering brands a monthly, data-led view of execution at fixture level, it ensures that category leaders can maintain discipline and consistency across their most strategic stores.

A Practical Tool for Global Brands

Shelftrak already works with leading FMCG, drinks, confectionery, and beauty brands and the new App is adding a more tactical layer, enabling commercial teams to have rapid data that generates compliance insights by fixture, store, airport and region.

“Travel retail has an incredible opportunity to be the best-executed channel in FMCG,” Best added. “Unlike domestic markets with thousands of stores, here the stakes are concentrated in a relatively small number of outlets. That means every fixture can and should be perfect. TheShelftrak App is designed to make that ambition realistic.”