A butterfly flaps its wings in the Amazon.. causing a storm to develop over Tokyo a week later. This is what’s known as the Butterfly Effect. Everything is interconnected. The smallest problem with one of your shelves – whether in the warehouse, the distribution center, the storeroom, or instore – has a knock-on effect. Multiplied over time, this is a significant impact on the bottom line.

For retail and CPG companies, this is critical. You are competing for every shopper and the smallest detail can swing the sale one way or the other. If you get it right, the rewards are huge, if you get it wrong, you lose revenue and competitive advantage. In an age where retail is about detail, the shelf is your battleground.