As mentioned in the previous post, retail audits and store surveys play a critical role in the CPG industry to ensure proper retail execution and promotion compliance is achieved across hundreds of accounts. However, not all retail audits and store surveys are being conducted efficiently and consequently limiting impact at the shelf. The perfect retail audit or store survey will allow you to properly monitor item distribution, promotion compliance, and retail execution of the agreed upon procedures and standards set forth in your partnership agreement. The focus of this post is to outline four key steps to assist you in selecting an application and designing your own in-store retail audits and store surveys.

When creating the your retail audit or store survey keep in mind these four steps to improve your reps’ in-store efficiency:

  1. Streamline Preparation Utilizing Data

    The amount of time it takes to prepare for the audit can have a very negative effect on the scope of audits conducted, especially by Account Managers or other members of your sales team without a retail orientation. Integrating distribution, promotion, POS, syndicated or broker data into an audit solution can provide a huge productivity benefit positively impacting audit scale and quality results.

  1. Ask the Right Questions

    At the end of the day you know what answers you’re looking for and it’s essential to stay focus and only ask relevant questions that can be easily interpreted. Remember to keep questions simple, straightforward and concise but effective.

  1. Utilize Features to Improve Efficiency

    Make use of enhanced features such as geo-tagged photos. Photos give you a real look at the retail environment that you can utilize to make more informed decisions. Don’t forget to look into sticky and last answered. These fields can be pre-populated to save time and can help cut down on the questions needed.

  1. Close the Loop

    What happens to the data once it is collected? It’s useless if it’s not adequately analyzed and managed. Tactically, today’s audit and store surveys can create and send an automated alert to a broker alerting them to the issue. Strategically, the audit results can now be captured automatically and utilized for business reviews with your retailer partners as well as any third parties you employ.

Conducting accurate retail audits and store surveys give you a competitive advantage in the marketplace by providing you with product information, display & promotion compliance, and analytics you can utilize to evaluate your performance and drive your bottom line.


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Bruce is the founder and CEO of RW3 Technologies. Having spent more than 35 years in the consumer goods and grocer space Bruce has experienced the industry disruption first hand and understands how artificial intelligence, POS data, and mobile technology can transform a good organization into a great one.

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