Insights ยท 17 September 2025
Field Briefs That Survive the Aisle
How to write instructions merchandisers can use when the store is busy and the plan changes.
A field brief that reads well in the office can still fail at 7 a.m. before opening. Merchandisers need priorities, not essays. Lead with what must be true by the end of the visit: which SKUs, which fixture, which photo proof.
Include a short exception path. If the endcap is occupied, what is the acceptable alternative? If sampling is delayed, who approves a reschedule? Ambiguity pushes people to invent local solutions that break the media story.
Match visuals to reality. Use photos of the actual fixture type for that banner, not a generic mood board. When promoters and merchandisers see the same reference, resets stay closer to the approved look.
Close the loop weekly. A five-minute check-in that reviews photos and blockers keeps the campaign honest without another long meeting.