You just got on shelf — congrats! Now prove you can stay there.

Getting on shelf isn’t the finish line — it’s the starting gun.

Buyers watch those first 3 months closely and if your product doesn’t move fast enough, that space goes to someone else.

When I worked across Clorox, Kingsford and Brita, I managed more SKUs than I can count — including at least 14 that were delisted by retailers.

The number of times I’ve seen anyone — at any brand size or seniority level — successfully get a SKU back on shelf? Zero.

Even billion-dollar brands don’t get second chances.

Before you ramp up spend, start by identifying what’s driving awareness and trial (assuming your packaging is working hard).

For brands without a DTC engine — no email list, no retargeting, no direct path to nudge awareness — your retail presence IS your marketing engine.

If you can pinpoint what moves shoppers — the moment, message, or channel that turns consideration into cart — you can focus limited dollars where they’ll move the needle most.

Cost-effective levers to build velocity:

🛒 Shopper campaigns that drive trial once you’re on shelf

📦 Retail media (Kroger, Target, Amazon, etc.) that boost visibility where people already shop

🧺 Instacart ads, especially if you’re not in every store yet

🎯 Demos, sampling, and offers that remove barriers to first purchase

💬 Retail + DTC storytelling that reinforce each other

⚠️ Notice what’s NOT on this list:

Meta ads. Google ads. Big influencer pushes.

Large agency retainers. Event sponsorships. Trade shows.

Splashy campaigns or big PR hits that look great online rarely move in-store velocity.

They build awareness — not sell-through.

Getting on shelf is a moment.

Staying there is a system.