Winning the Dry Fruits Shelf — Scaling Retail Execution Across 600+ Stores

The dry fruits category is defined by both scale and sensitivity. With a wide range of SKUs, uneven demand patterns, and limited shelf life, brands need disciplined store execution to maintain shelf quality while expanding distribution.

As scale grows, visibility into ageing stock reduces, ordering decisions lose sell-through context, and execution varies across outlets. Without structured monitoring, maintaining consistent product freshness and shelf standards becomes increasingly difficult.

To address these challenges, a tech-led retail execution pilot was launched to bring real-time visibility into availability, sales, merchandising, and expiry management across the store network. The program scaled rapidly from pilot to full deployment across 600+ stores within approximately 3–4 months, supported by 65–70 promoters, while also enabling ~150 client promoters on the same platform.

The Channelplay Solution

Channelplay implemented a Channel-Led Cold-Chain Execution model tailored for the dry fruits category. The solution focused on ensuring disciplined shelf execution, real-time data visibility, and operational control across the retail network.

Outlet mapping and repeat coverage

Every store was mapped to establish the outlet universe and ensure consistent repeat visits for monitoring and replenishment.

Shelf presence and visibility audits

Merchandisers conducted shelf audits supported by image proof to track product placement and ensure proper shelf visibility.

Distributor order placement at store level

Promoters captured store-level demand signals and placed distributor orders directly from the outlet, enabling faster replenishment cycles.

Daily SKU-wise sales tracking

Sales were tracked at the SKU level using bill references to understand product movement and demand trends.

Asset placement monitoring

Retail assets and promotional materials were monitored to ensure proper placement and condition within stores.

FIFO-led stock execution

FIFO practices were implemented at shelf level to manage stock rotation and maintain product freshness.

All these activities were managed through a single integrated execution platform, ensuring consistency across the program.

Technology Backbone

The execution program was powered by 1Channel, Channelplay's retail execution platform, which enabled visibility and control across every store visit.

Key capabilities included:

• Outlet universe management for structured store coverage
• Execution compliance tracking to monitor merchandising activities
• Sales and bill-level validation for accurate reporting
• AI-assisted shelf analysis for visibility checks
• Store-wise expiry monitoring to track ageing stock

This technology backbone allowed teams to capture real-time data, monitor store performance, and respond quickly to operational gaps.

Merchandiser Toolkit

Execution was designed around how merchandisers work on the ground, with AI-enabled tools helping teams deliver faster and more consistent results.

The toolkit enabled measurable improvements:

• 30% more planned visits completed
• 20% fewer FEFO violations
• 25% faster shelf gap detection through ShelfMaster analysis
• 30% reduction in near-expiry stock exposure
• 15% improvement in asset compliance

These tools connected store visits, shelf monitoring, stock management, and execution tracking into one integrated system from shelf to sale.

Execution Impact

The program delivered measurable operational impact across the dry fruits category:

• 600+ stores covered across the retail network
• Scale achieved with 65–70 promoters in the field
• Rapid expansion from pilot to scale within 3–4 months
• Real-time store-level visibility into availability, sales, merchandising, and expiry management

By combining disciplined field execution with AI-enabled retail technology, Channelplay helped establish stronger shelf control and improved product freshness management across the dry fruits category.