How to Maximise Share of Visibility (SOV) and Share of Shelf (SOS)

Every brand is fighting for attention, it's crucial to ensure your products stand out. Enter Share of Visibility (SOV) and Share of Shelf (SOS)—two powerful metrics that directly impact how your products are perceived and sold. But how do you manage these essential factors without overwhelming your team? That’s where Channelplay’s specialised mystery shopping and audit steps in. We’re here to ensure your brand doesn’t just show up, but truly shines on every shelf and screen.

The Power of Visibility and Shelf Presence

Research indicates that nearly two-thirds of a customer's purchase decision is influenced by a brand's visibility in a multi-brand space. Simply put, being seen directly impacts being bought. To leverage this, brands are investing significantly in enhancing their Share of Visibility (SOV).

Similarly, the Share of Shelf (SOS) plays a crucial role in driving sales. SOS refers to the amount of shelf space a brand occupies and its on-shelf product availability. Given that shelf space comes at a premium, brands must strategically determine the optimal space allocation to gain a competitive advantage.

What Is Share of Visibility (SOV) and Why Does It Matter?

In the world of retail and marketing, Share of Visibility (SOV) measures how much exposure a brand gains compared to its competitors. This metric encompasses both physical presence in stores and digital presence across online platforms. Higher SOV translates to stronger brand recognition, which directly impacts consumer engagement and purchasing decisions. Brands that consistently maintain a high SOV are more likely to stay top-of-mind with customers, resulting in increased loyalty and repeat purchases.

Decoding Share of Shelf (SOS): More Space, More Sales

Share of Shelf (SOS) refers to the proportion of shelf space a brand occupies compared to competitors in a retail setting. This metric is critical because products that are more prominently displayed are more likely to be noticed and purchased by consumers. Studies have shown that better shelf positioning, strategic placement, and ample space can lead to significant sales uplifts. In digital marketplaces, SOS extends to how products appear in search results and category pages, impacting click-through rates and conversions.

How SOV and SOS Influence Consumer Decision-Making

Consumer psychology plays a pivotal role in how products are perceived and purchased. When a brand has a high SOV and occupies substantial shelf space, it creates a sense of popularity and trustworthiness. This psychological effect encourages consumers to choose these brands over less visible alternatives. Moreover, brands with strong SOV and SOS often appear more credible, leading to increased market share and customer loyalty.

Challenges Brands Face in Maximising SOV and SOS

Achieving optimal SOV and SOS is not without challenges. Brands often struggle with:

• Limited Shelf Space: Retailers have finite shelf space, making it challenging for brands to secure prime spots.
• Market Saturation: Highly competitive markets mean more brands are vying for the same shelf and visibility opportunities.
• Supply Chain Disruptions: Stockouts and delivery delays can impact product availability, reducing SOS.
• Competitor Strategies: Aggressive promotions and marketing by competitors can overshadow your brand's visibility.

Proven Strategies to Increase Your Share of Visibility and Shelf

To enhance SOV and SOS, brands can implement several strategic initiatives:

• In-Store Marketing: Utilise attractive displays, end caps, and promotional signage to catch consumer attention.
• Strategic Promotions: Offer time-limited discounts and bundle deals to increase product movement.
• Visual Merchandising: Optimise product arrangement and packaging design to stand out on shelves.
• Digital Shelf Optimisation: Ensure product listings are SEO-friendly with high-quality images and detailed descriptions.

Channelplay's Role in Enhancing SOV and SOS

Channelplay offers comprehensive Mystery Shopping and Retail Audit services to help brands evaluate their Share of Visibility and Share of Shelf through competitive benchmarking. This data-driven approach enables brands to make informed decisions to boost their market presence.

Assessing Share of Visibility (SOV)

Channelplay assesses SOV through detailed retail audits, focusing on both exterior and interior branding elements:

• Exterior SOV: Evaluates how a brand's external branding compares to competitors. Key parameters include:
  • Count and size of signages versus competition
  • Placement of branding elements (façade level or above eye level)
• Interior SOV: Focuses on in-store branding effectiveness through:
  • Branded Fixtures (Shop-in-Shops/Endcaps): Assesses the number and strategic placement of branded fixtures, with proximity to the entrance enhancing visibility.
  • In-store Branding: Analyses the quantity, size, and placement of branding materials (wall displays, POSM) to ensure maximum customer engagement.

Evaluating Share of Shelf (SOS)

SOS is measured by analysing the volume of a brand's products relative to the total category offerings, including the percentage occupied by focus products. This evaluation helps brands:

• Understand their standing against competitors
• Detect any encroachment on their allocated shelf space by other brands
• Make informed decisions on optimising their shelf presence

Proven Success with Consumer Electronics Brands

Channelplay's retail audit services have proven instrumental for consumer electronics brands in assessing and enhancing their SOV and SOS. The insights gained have empowered these brands to identify growth opportunities, make strategic investments, and implement actions to maximise visibility and shelf impact.

Drive Your Brand's Success with Channelplay

In a crowded retail landscape, standing out is crucial. Channelplay's expertise in measuring and improving Share of Visibility and Share of Shelf equips brands with actionable insights to stay ahead of the competition. Partner with Channelplay to transform visibility into sales and achieve sustained market success.