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PBS DGA Solutions Retail audit

Retail audit

The term ‘Retail Audit’ describes a set of research tools related to collection of data on sales in retail stores. 

Monitoring the distribution of consumer goods represents a fundamental type of study in retail audit research – this is based on in-store observation during which the presence and prominence of certain products is being checked.

Retail Audit consists of the following modules:

• measurement of on-shelf availability, 
• measurement of share-of-the-shelf, 
• measurement of promotional displays, 
• measurement of shelf attributes, 
• measurement of shares / number of facings, 
• measurement of shares / number of SKUs, 
• price measurement, 
• measurement of the degree to which merchandising objectives have been met, 
• measurement of the degree of fulfilment of promotional actions, 
• other – depending on the needs of the Client.

These studies provide an assessment of the actual level of product availability to the consumer, whether the shelf position is better than the position of competing products, and the impact of additional product displays, promotional materials and prices on the level of sales.  They also make it possible to monitor the performance of those responsible for the implementation of corporate objectives. The audit data yield a wealth of information providing the Client with the basis for tactical decisions to strengthen their market position.

Retail audit projects are used primarily by manufacturers and distributors of consumer goods, retail outlets, sales support and marketing agencies, retail trade associations and other organisations interested in these issues.