A retail audit is a permanent sample of shops chosen to represent total retail trade. Data collected from this panel on a regular basis provides information about a product's sales and distribution. Retail audits should be used as a tool for making better and less risky decisions, and are useful for both sales and marketing people as well as general management in providing a summarized overview. A retail audit answers the key questions of who, where, when, and what - providing information about manufacturers, brands, locations, time periods, and metrics like sales, purchases, distribution, and market shares.

1. Introduction to Retail Audit
Classified - Internal use

2. What Is A Retail Audit
• A Retail Audit is a permanent sample of shops chosen to
represent the pre-defined total retail trade.
 Data collected from this panel on regular basis
gives us information about a product's sales and
distribution.
Classified - Internal use

3. WHO ARE AUDITS FOR ?
• RETAIL AUDITS SHOULD BE USED AS A TOOL
FOR MAKING "BETTER & LESS RISKY DECISIONS"
• THEY ARE FOR BOTH SALES AND MARKETING
PEOPLE.
• THEY ARE FOR GENERAL MANAGEMENT AT A
SUMMARIZED OVERVIEW LEVEL
Classified - Internal use

4. The 4 Ws Answered by Retail Audit
• WHO?
– Manufacturers, brands, sub-
brands, SKUs, segments
• WHERE?
– Total Country, channels, regions
• WHEN?
– Month, year, YTD, 3MMA, MAT
• WHAT?
– Sales, purchases, distribution,
volume, value, prices, stocks,
shares
Who?
Where?
When?
What?
ACN
RA
Classified - Internal use

5. Distribution Example
Classified - Internal use