Running an efficient store that delivers not only great customer experience, but also performs favorably on parameters such as stock turns, availability, shrinkage, operational expenses etc. depends on exercising strong control over hundreds of important aspects. Organizations do this by defining design guidelines and processes and procedures for everything from staff uniforms to stocking norms.
Channelplay's comprehensive store audit is a detailed audit where we measure compliance to all the guidelines defined by an organization. We study your processes to put together a comprehensive checklist or audit parameters, and our trained auditors conduct field audits to measure compliance. Data is collected in a reliable and transparent manner, along with evidence such as pohotographs to give a complete and correct picture of execution at stores.
Success at a Multi-Brand outlet depends on the availability of stock, prominence of the brand and product display, and the share and quality of recommendation by the in-store staff.
Channelplay's mystery shoppers visit MBO outlets asking for a product in the same category, and observe which is the first product proposed by the staff. If our client's product is not the first recommendation, the secret customer also inquires specifically about this product, and tries to measure staff attitudes towards it. The shopper also collects data about the availability and the visibility of the product in the store.
This data is used to create a Success Index score for the MBO - which is a measure of how successful the brand can expect to be at this store. The index is used for store and team incentivization, as well as for strategic decisions that impact the channel.
Visibility Audit helps the brands determine how effective is the marketing spend at the retail outlets.Through this audit the brand can know their shelf share, quantity, quality & placement of branding or promotional material present at the outlets and how effectively the retailer is using them towards improving their sales. Moreover, visibility audit can also capture other possible areas where the branding material would have better visibility.
