Many trade teams treat eye-level placement as the finish line. In Bangkok hypermarkets and convenience formats, we still see strong brands lose the last metre because the shelf does not answer three quiet questions: what is this for me, how is it different from the neighbour, and what should I do next.
Clarity means the pack and shelf edge share one readable benefit in under two seconds. Comparison means price marks, size variants, and hero SKUs are grouped so the shopper is not forced to rebuild the assortment in their head. Next-step cues are small: a shelf talker that names the use case, a facing that shows the open pack, or a promo rail that does not bury the everyday SKU.
Before you buy more facings, walk five stores with a phone and a checklist. Photograph the bay from shopper distance, then from one metre. If you cannot state the offer aloud from the first photo, conversion work starts there—not in a new media brief.