How can CPG brands increase sales velocity?

• Sales growth depends on availability + actionable awareness, not just reach
• Out-of-stocks directly reduce conversion and drive brand switching
• Traditional media often creates awareness without a clear path to purchase
• Real-time, store-level data enables more effective decision-making
• Showing where a product is in stock in real-time increases likelihood of purchase
• Aligning media with availability improves both conversion and efficiency
• Store-level data enables more precise and impactful marketing decisions


For many CPG brands, the biggest barrier to growth isn’t demand—it’s conversion of intent into action.‍

• A significant percentage of shoppers will switch brands or retailers if a product is unavailable, and stockouts remain a meaningful source of missed revenue for brands and retailers.
• Media campaigns often drive traffic to out-of-stock or hard-to-find products
• Traditional measurement makes it difficult to connect marketing activity to actual sales outcomes

This results in:

• Lost revenue
• Lower campaign ROI
• Missed opportunities at the moment of intent

1. Ensure product availability where demand exists

Brands that monitor and act on availability data can:

• Reduce out-of-stocks
• Identify gaps by region or retailer
• Prioritize high-impact distribution fixes

2. Turn awareness into actionable intent

The most effective campaigns don’t just build awareness—they answer:

• Where can I buy this?
• Is it available near me?

This transforms:

• Passive awareness → purchase-ready intent

3. Align media with real-time availability

Instead of driving traffic broadly, leading brands:

• Avoid sending shoppers to unavailable products
• Adjust campaigns based on real-time conditions

4. Use store-level data to drive decisions

More granular data enables:

• Better targeting
• Faster issue identification
• More precise optimization across retailers and regions

5. Bundle product + retailer in the experience

Instead of separating discovery and purchase, high-performing strategies present:

• The product
• The retailer
• The availability

…in a single, cohesive experience.

This helps shoppers move from:

“This product looks interesting”

to

“I’m going to pick this up at Target.”

CPG brands that connect real-time, store-level availability with shoppable experiences consistently outperform those relying on static data or fragmented paths to purchase.

By enabling shoppers to find products that are actually in stock—at nearby retailers—and complete a purchase in a single step, brands can:

• Increase conversion rates
• Improve media efficiency
• Capture demand at the moment of intent

Insights on shopper behavior, omnichannel growth, and the impact of out-of-stocks on revenue.

Trends in retail media performance, including the shift toward measurable outcomes and ROI.

Research on the gap between system inventory and actual shelf availability at the store level.

What drives sales for CPG brands?

Sales are driven by a combination of product availability, distribution coverage, pricing, promotion, and ease of purchase.

How do out-of-stocks impact sales?

Out-of-stocks lead to lost sales, brand switching, and reduced effectiveness of marketing campaigns.

What is actionable awereness?

‍Actionable awareness is when a shopper not only recognizes a product but also knows where and how to purchase it.