Retail Audit
Marketers need detailed insights into market dynamics in order to harness category opportunities and
plan for the future…
RETAIL AUDIT is a full process which systematically examines and evaluates the firms total retailing effort to measure
brand performance & idealing from key objective-related findings.
WHO: Company audit specialist, Company department manager, Outside auditor etc.
WHEN: Done on a weekly/monthly basis & yearly subscriptions are bought by companies.
WHERE: Urban and Rural regions. Also, various Retail Channels: GT, MT, On premises, Off premises
HOW: Data is based on measurement of consumer sales from a sample of outlets designed to reflect the channel being measured. The same fixed
sample is audited on a monthly basis with field auditors physically counting retail stock holdings, then recording store purchases from any source
(warehouse, wholesaler or direct). The ongoing measurement of these variables produces consumer sales as well as vital in-store information.