How to Conduct a Retail Audit
Post on 22-Apr-2015
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Andrew Jeavons, President, Survey Analytics
How to Conduct a Retail Audit
• Principles of Retail Audit
• Technology Demonstration
• Questions & Answers
Agenda
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
• 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
What Devices Will Be Used?
• Make sure the survey fits the device!
• Smartphones are not tablets.
• The more concise the better - long preambles and questions are not useful.
•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
New Data Types
• Can scan bar codes for resolution in real time or later
• Gives definitive information about products quickly
Bar Codes
• 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!
Possible Data
Store Sample• Type
• Territory
• Sales region
• Vertical
• Types of store i.e. liquor
• Competitive
• With you !
• Random
• As the name implies - any store
If 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
Demonstration
Tablet TechnologyScoring
Reporting
Thank You!Andrew Jeavons
PresidentSurvey Analytics
andrew.jeavons@surveyanalytics.com
surveyanalytics.comsurveypocket.comsecondprism.com
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