Worked example
A personal care brand finds its own products missing from its own stores.
In the dark stores that already carry the brand, which of its own products are not on the shelf?
A real brand on a real read, not named. This is not a customer story: nobody here bought anything, and nothing that happened after the read is claimed.
The brand
A personal care brand, on the shelf in 877 stores of one app at this read.
46
of its widely listed products were still missing from some of the stores that carry the brand.
256
stores that carry the brand do not list its largest gap, a 400 ml baby bath and skin product. It is missing in 74 cities.
Bangalore 44 · Kolkata 24 · Lucknow 14
stores in each city where that product is missing most, of the stores that carry the brand.
The screen
Where this is read in Shelf.
What a team could do with it
Choices the figures open.
None of these is a result. They are what the figures make possible to decide.
- Take the store list to the app’s category manager: these stores already carry the brand, so the ask is one listing in a known store, not a new store.
- Check the brand’s other packs of the same product in those stores, in case a different size is listed there instead.
- Read the same list after the next read, to see which stores took the product.
How it was read
One app. A product’s base is the stores that list the brand and where the shelf that product sits on was read to its last product. How we read the apps
More worked examples: A snack brand checks who shows up on its own name. · A beverage brand that already leads looks for room to grow. · All of them
The same screens, with your names.
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