6 MAIN POINTS IN RETAIL AUDIT REPORT
•
Retail purchases
•
Stock share
•
Retail purchase share
•
Forward/reserve stock
•
Stock to sales ratio
•
Stock turnover ratio
•
Stock cover day
PURCHASE
Key Objectives
1. Improve Category Understanding:
Measure Market Size & share by:
•
Volume/ Value sales & share
•
Volume/ Value share of trade
Where are the opportunities for
VOLUME/
STOCK
VALUE
category growth?
2.Track Retail Performance:
RETAIL
AUDIT
What is my market share and trends?
3. Manage Distribution:
PRICE
DISTRIBUTION
•
Numeric/ Weighted distribution
•
Numeric/ Weighted out of stock
CONSUMER
SUPPORT
Where are the
opportunities?
distribution gaps and
Are
out-of-stocks
issue?
•
Price per pack
4. Analyze Promotion Efficiency and
•
Average price per unit
Effectiveness:
Which product promotions have
•
Standard Report must have 3 part:s
Overview about trend of category
Review brand performance
Conclusion & recommendation
an
Average Sale Per Point of Distribution
most
impact
on
the
the
company/ brand
growth?
5. Evaluate New Launches:
How much has the
overall market share
grown as a result of the
new launch?
What is the post-launch distribution build
up in successful cases?