October 7, 2018

"Disaster!" What information are you seeing during a retail audit?

"Disaster!" I'm thinking as I'm surveying a department and my clients' product on the shelf. At the same time, he was beaming with pride and commenting on how beautiful it was to see his product in the store and on the shelf.
His reaction at first puzzled me and then I realized he was not processing or even realizing the data available during our store visit. He was checking to see if his product was in distribution and available for customers to purchase. I was looking at so much more.
Besides distribution, my process is to check inventory, shelving/category position, pricing, merchandising, competitive merchandising, and stock rotation. I'm hoping to better understand market conditions, problems and causes, store execution, and any competitive information that might be valuable to the brand.

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