What is a Retail Audit?• Study of a selected sample of retail outlets• May be continuous• May be discrete (limited usefulness)
Goals • Monitor products • Products are yours or competitors • Compliance with agreed procedures and standards
The Survey• As with any survey, it can’t be too complicated.• Quality of the data is critical. • Mystery shopping is not always best...• New data types: • Images • Video • Sound
What Devices Will Be Used?• Connectivity - how are you getting the data back? • WiFi • Data networks• Tablets • Good screen size - may feel heavy after hours of use.... • Small vs Large tablets • Cost• Smartphones • Small screen size • Many people have them already
• Make sure the survey ﬁts the device! • Smartphones are not tablets.• The more concise the better - long preambles and questions are not useful.
New Data Types•Images • Very useful to document any aspect of a retail environment • Can replace store based assessment • Images can be stored and “scored” at a later time • Objective measurement of improvements/ degradations • But: scoring and assessment can be time consuming.
New Data Types•Video • Same properties as images. • Capture richer information than images. • Can give snapshots of customer behavior/trafﬁc.•Sound • Acoustic environment - announcements, noise, customer comments
Bar Codes • Can scan bar codes for resolution in real time or later • Gives deﬁnitive information about products quickly
Possible Data• Coupons/promotions available• Merchandising and presentation• Store Condition inside/outside• Staff and training• Product availability and display• Service assessment - speed, quality
Possible Data• Inventory• Equipment• Drive Through?• Customers• Safety Standardize!
Store Sample • Type • Territory • Sales region • Vertical • Types of store i.e. liquor • Competitive • With you ! • Random • As the name implies - any storeIf audit is done on a continuous basis, the sample should be the same.
Data Collection• Who collects the audit information ? • Expert - someone who understands the business space and environment. • Expensive but data quality may be higher • May have intrinsic biases • Hired help - someone hired to carry out the survey • Cheap - but quality of data may be very variable • Lack of knowledge may inhibit data quality.• Consistency • “Interviewer” effects are real. • Being inconsistent with collection methods compromises the data.
Values• Questions can have a scores 1 - 5 for instance: • “Floors are clean” 1 being the lowest value 5 the highest• When scores for 1 - 5 scale questions are summed set a percentage score for “pass/fail” audit. • 80% + usually.• Yes/No questions • Set a level for how many are “failed”
Reporting and Analytics• Audiences • Store/Regional Managers • Segmentation/ Aggregation of stores/scores • Execs • Overall reporting, with segmentation