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Mobile Audits: How to Monitor Prices, Planograms, & OSA

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Field Agent demonstrates how Mobile Audits help companies track prices and product availability in an ever-changing retail environment.

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Mobile Audits: How to Monitor Prices, Planograms, & OSA

  1. 1. Field Date: 4/6/17 - 5/27/17 MOBILE AUDITSHow to Monitor Prices, Planograms, & On-Shelf Availability
  2. 2. Goods Audited: • Dukes Mayonnaise, 18 oz. • Swanson Chicken Broth, 32 oz. • Bumble Bee Tuna, solid white albacore, 5 oz. • Jiffy Corn Muffin Mix, 8.5 oz. • Mott’s Apple Juice, 64 oz. • Honey Nut Cheerios, 12.25 oz. • Pop-tarts, brown sugar cinnamon, 12-pack • Milk, 2%, one-gallon, Great Value brand • Tide Detergent, original, 100 oz. • Edge Shaving Gel, sensitive, 7 oz. • Pepto-Bismol, original, 8 oz.  (N = 41) Over an eight-week period, retail-auditing firm Field Agent dispatched agents to 41 Walmart Supercenters (see map) to capture photos and collect information. Specifically, agents were asked to check prices and on-shelf availability for a basket of 11 goods. Audit Locations:
  3. 3. Agents were instructed to capture price-check photos of all 11 goods. Below is a sample of the pictures they submitted. As you can see, agents were instructed to show the price tag in their photos. Agent Photos 3 Price Check Photos
  4. 4. 4 In addition to taking price-check photos, agents were also asked to verify prices by entering them directly into the Field Agent app. This allowed us to create a rolling picture of all 11 goods over an eight-week period. Below we offer a partial data set for one-gallon milk, which, unsurprisingly, showed the greatest price variability over the full eight weeks. Store: Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Total Change Harrison, AR $2.62 $2.62 $2.62 $2.62 $1.56 $1.56 $1.56 $1.56 ($1.06) Salina, KS $1.68 $1.68 $1.68 $1.68 $1.80 $1.58 $1.70 $1.70 $0.02 Oklahoma City, OK $3.40 $3.40 $3.59 $3.08 $3.19 $3.49 $3.08 $3.06 ($0.34) Bessemer, AL $3.88 $3.88 $3.88 $3.88 $3.78 $3.78 $3.78 $3.78 ($0.10) Fort Dodge, IA $1.88 $1.88 $1.88 $1.98 $1.88 $1.88 $1.88 $1.98 $0.10 Memphis,TN $3.59 $3.59 $3.59 $3.59 $3.59 $3.59 $3.59 $3.59 $0.00 Corbin, KY $1.18 $1.18 $0.98 $0.98 $0.98 $0.98 $0.98 $0.98 ($0.20) Charlotte, NC $3.38 $3.28 $3.28 $3.38 $3.68 $3.68 $2.68 $2.98 ($0.40) Sioux Falls, SD $1.98 $1.98 $1.98 $2.18 $2.18 $2.18 $1.88 $2.18 $0.20 Clarksburg,WV $1.48 $1.48 $1.78 $1.48 $1.48 $1.48 $1.48 $1.48 $0.00 Derry, NH $2.98 $2.98 $2.98 $2.98 $2.98 $2.98 $2.58 $2.58 ($0.40) Elkton, MD $1.68 $1.68 $1.68 $1.68 $1.68 $1.68 $1.68 $1.68 $0.00 Raynham, MA $2.78 $2.68 $2.98 $2.98 $2.55 $2.68 $2.98 $2.52 ($0.26) Columbus, OH $2.38 $1.98 $1.68 $1.88 $1.48 $1.98 $1.98 $1.98 ($0.40) Philadelphia, PA $3.70 $3.70 $3.70 $3.70 $3.66 $3.60 $3.60 $3.60 ($0.10) Howell, NJ $3.39 $3.39 $3.69 $3.69 $3.75 $3.75 $3.69 $3.69 $0.30 North Smithfield, RI $1.78 $1.78 $1.57 $1.57 $1.57 $1.57 $1.57 $1.57 ($0.21) Pittsburgh, PA $3.50 $3.50 $3.50 $3.50 $3.44 $3.44 $3.44 $3.44 ($0.06) Cincinnati. OH $1.26 $1.26 $1.26 $1.26 $1.26 $1.18 $1.18 $1.08 ($0.18) Milwaukee, WI $2.89 $2.89 $2.89 $2.89 $2.89 $2.49 $2.89 $2.89 $0.00 Boiling Springs, SC $2.28 $2.28 $2.28 $2.25 $2.25 $2.25 $2.25 $2.25 ($0.03) Olive Branch, MS $1.88 $1.88 $2.18 $2.08 $2.38 $2.68 $2.28 $2.28 $0.40 Bellevue, NE $1.95 $1.95 $1.55 $1.75 $1.95 $1.95 $1.86 $1.86 ($0.09) Lisbon, CT $1.64 $1.64 $1.64 $1.64 $1.64 $1.64 $1.64 $1.64 $0.00 Monitoring Prices Exhibit 1: Eight-Week Price Check of One-Gallon Milk
  5. 5. 5 Store: Bumble Bee Tuna Duke's Mayonnaise Edge Shaving Gel Honey Nut Cheerios Jiffy Corn Mix 1 Gallon Milk Mott's Apple Juice Pepto-Bismol Pop Tarts Harrison, AR $1.50 $2.62 $2.97 $2.64 $0.47 $2.09 $2.48 $3.48 $3.68 Salina, KS $1.22 NA $2.97 $2.68 $0.42 $1.69 $2.48 $3.24 $3.56 Oklahoma City, OK $1.50 NA $2.97 $2.98 $0.50 $3.29 $2.48 $3.48 $3.68 Bessemer, AL $1.50 $2.62 $2.97 NA $0.47 $3.83 $2.48 $3.48 $3.68 Fort Dodge, IA $1.38 $2.62 $2.88 $2.72 $0.54 $1.91 $2.42 $3.37 $3.68 Memphis,TN $1.50 $2.62 $2.97 $2.64 $0.47 $3.59 $2.48 $3.48 NA Corbin, KY $1.22 $2.62 $2.97 $2.68 $0.42 $1.03 $2.48 $3.24 $3.48 Charlotte, NC $1.22 $2.62 $2.97 $2.98 $0.47 $3.29 $2.27 $3.24 $3.56 Sioux Falls, SD $1.50 $2.62 $2.97 $2.98 $0.56 $2.07 $2.48 $3.48 $3.68 Clarksburg,WV $1.50 $2.62 $2.97 $2.64 $0.47 $1.52 $2.48 $3.48 $3.68 Derry, NH $1.50 NA $2.97 $2.98 $0.52 $2.88 $2.48 $3.48 $3.48 Elkton, MD $1.50 $2.62 $2.97 $2.64 $0.47 $1.68 $2.48 $3.48 $3.68 Raynham, MA $1.50 NA $2.97 $2.98 $0.52 $2.77 $2.48 $3.48 $3.48 Columbus, OH $1.50 $2.62 $2.97 $2.64 $0.47 $1.92 $2.48 $3.48 $3.68 Philadelphia, PA $1.21 $2.62 $2.97 $2.98 $0.48 $3.66 $2.28 $3.24 $3.56 Howell, NJ $1.50 NA $2.97 $2.83 $0.47 $3.63 $2.48 $3.48 $3.68 North Smithfield, RI $1.50 NA $2.97 $2.98 $0.52 $1.62 $2.48 $3.48 $3.48 Pittsburgh, PA $1.50 NA $2.97 $2.98 $0.52 $3.47 $2.48 $3.48 $3.68 Cincinnati. OH $1.50 NA $2.97 $2.64 $0.47 $1.22 $2.48 $3.48 $3.68 Milwaukee, WI $1.50 NA $2.97 $2.60 $0.47 $2.84 $2.48 $3.48 $3.68 Boiling Springs, SC $1.50 $2.62 $2.97 $2.98 $0.50 $2.26 $2.48 $3.48 NA Olive Branch, MS $1.50 $2.62 $2.97 $2.64 $0.47 $2.21 $2.48 $3.48 NA Bellevue, NE $1.50 $2.62 $2.97 $2.64 $0.47 $1.85 $2.48 $3.48 $3.68 Lisbon, CT $1.50 NA $2.97 $2.98 $0.52 $1.64 $2.48 $3.48 $3.68 Average $1.42 $2.62 $2.96 $2.82 $0.49 $2.57 $2.45 $3.42 $3.62 Exhibit 2: Average Price for All 11 Goods From the data, Field Agent also calculated an average price, over the full eight-week course, for all 11 goods. Monitoring Prices
  6. 6. While in stores, agents were also instructed to take photos of planograms & out-of-stocks. From this information we constructed the OSA/OOS grid on the following pages. Agent Photos 6 OSA & Out-of-Stock Photos
  7. 7. 7 Monitoring On-Shelf Availability & Out-of-Stocks Below you’ll see an OSA/OOS grid for three goods: Duke’s Mayonnaise (18 oz.), Pepto-Bismol (8 oz.), and Swanson Chicken Broth (32 oz.). This chart shows which products were available in which stores—and whether auditing agents detected any out-of-stocks. A – Available & in-stock AO – Carried by store but found to be out-of-stock at least once over the 8 weeks NC – Not carried by the store Store: Duke's Mayonnaise (18 oz.) Pepto-Bismol (8 oz.) Swanson Chicken Broth (32 oz.) Harrison, AR A A A Salina, KS NC A A Oklahoma City, OK NC A A Bessemer, AL A A A Fort Dodge, IA A A A Memphis,TN A AO A Corbin, KY A A AO Charlotte, NC A AO A Sioux Falls, SD A A A Clarksburg,WV A AO A Derry, NH NC A A Elkton, MD A A A Raynham, MA NC AO A Columbus, OH A A A Philadelphia, PA A A A Howell, NJ NC A AO North Smithfield, RI NC A A Pittsburgh, PA NC A A Cincinnati. OH NC AO AO Exhibit 3: OSA/OOS Grid for 3 Sample Goods Some brands were available but not in the size specified. Thus, they show up in the grid as “NC,” not carried by the store.
  8. 8. 8 Monitoring On-Shelf Availability & Out-of-Stocks (continued) Store: Duke's Mayonnaise (18 oz.) Pepto-Bismol (8 oz.) Swanson Chicken Broth (32 oz.) Milwaukee, WI NC A A Boiling Springs, SC A A A Olive Branch, MS AO AO AO Bellevue, NE A A A Lisbon, CT NC A A Kansas City, MO NC A A North Miami Beach, FL A A A Jacksonville, FL A A A Roseville, MN A AO A Long Beach, CA NC AO AO Houston, TX A A A Arbutus, MD A A A Atlanta, GA AO A A Indianapolis, IN A A AO Middletown, DE A A A Dearborn, MI NC A AO Nashville, TN A A AO Waynesboro, VA A A A Valley Stream, NY NC A A Chicago, IL NC A A Dallas, TX A A A Washington, DC A A AO A – Available & in-stock AO – Carried by store but found to be out-of-stock at least once over the 8 weeks NC – Not carried by the store Exhibit 3: OSA/OOS Grid for 3 Sample Goods Some brands were available but not in the size specified. Thus, they show up in the grid as “NC,” not carried by the store.
  9. 9. Retail Audits and Shopper Insights Put You Where the Action Is It has never been easier for brands, retailers, and agencies to see inside stores, to be with their products and customers practically anywhere. Mobile audits and research are faster, simpler, and more affordable than conventional auditing and research methods. Be with your products and customers. Anywhere. Anytime. LEARN MORE @fieldagentinc | blog.fieldagent.net

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