Retail execution is a strategy that many CPG companies use to control and supervise how their products are exhibited in stores. This strategy is often focused on key performance indicators (KPIs), such as price, presence, and promotion. A collection of industry knowledge regarding the subtle ways in which CPGs may draw customers to the shelf, improve sales, and win market share has been developed over decades of data and study. However, during the past 15 years, the competition has been more intense as practically every major consumer products company has developed its own in-store execution strategies using Retail Execution Field Tools.