What is a retail network audit?

Retail network audit is the most accurate tool to provide the manufacturers and distributors with an important comparative information about what is happening to the products in the retail network, where they are sold to the end consumer.


A clear idea of ​​the product behavior in the retail network is an

essential element of planning, development and performance control

over effective marketing and sales programs.


Retail audit data are used as a tool for a more balanced

decisions and minimization of risks in marketing and sales.


Retail network audit is not just a report about what was happening in the market, but also

a tool to forecast and take the pre-emptive actions.


The main objectives of the retail network audit include:

• Evaluation of the category growth dynamics;

• Evaluation of the sales seasonality in the market as a whole, by various segments;

• Share and price segments growth dynamics;

• Identification of sub-categories, which show an increase in dynamics.

• Competitive analysis:

• Dynamics of the market share of manufacturers, brands;

• Analysis of the causes of changes in the market share of brands (manufacturers);

• Tracking the entry of new brands and their development dynamics;

• Identification of the most vulnerable brands to attack.

• Assortment analysis:

• Analysis of the top-SKU representation of the Customer’s brands in comparison with its competitors;

• Assessment of the potential to increase sales by optimizing the product range;

• Identification of SKU with high turnover, requiring the increase in distribution;

• Recommendations regarding the withdrawal of low turnover items from trade networks;

• Identifying the competitors’ novelties and assessment of their development dynamics.


• Price analysis:

• Analysis of the competitive prices of the Customer’s products, identification of the potential for price increase;

• Recommendations for changing the level of prices of the Customer's trade marks in comparison with the change of the general price level for category/price segment;

• Monitoring the impact of the Customer’s products price level with respect to the average turnover in terms of network;

• Promotional/trade marketing activities analysis:

• Identification and analysis of the Customer's and competitors’ bundling;

• Analysis of the competitors’ price promotion efficiency;

• Identification and recommendations on the choice of the most effective activities considering the market conditions, depending on the regional preferences of the end user.

• Audit data are useful for:

• Marketing Department;

• Sales Department;

• TOP Managers.

What this information is needed for?

 With the help of our data you can:


• Ensure better planning for your marketing

• Explore reliably the new and existing markets

• Provide proper pricing

• Promptly monitor the competitors' prices and sales

How can you practically apply this information?

By using our data you can effectively take tactical and strategic decisions in areas such as:

1. Strategy and planning:

a. Global market changes

b. Determining the market capacity in terms of the product characteristics

c. Geographical segmentation

d. Determination of seasonal trends


2. Tactical decisions:

a. Marketing activities analysis:

i. Complex impact of the target audience on the sales growth taking into account the target audience of competitors, cannibalism within the own portfolio and errors identified during the pointwise analysis of promotional SKU

ii. Assessing the impact of additional factors (pallets, ends, availability in newspaper) on the target audience efficiency by means of the pointwise analysis of promotional SKU

iii. Determination of the optimum regional marketing activities considering the local preferences

iv. Determining the optimum budget allocation for the target audience based on the MA efficiency assessment for each specific network/area

v. Cross-promotions planning

b. Working with a brand/SKU:

i. Assessing the impact of the placement on shelf/additional spot on sales by comparing the store check data with the secondary sales

ii. Competitive analysis and competition strategy development

iii. Price segments analysis, including the analysis segmented by geography

iv. Determining the TM penetration rate, market share by distribution channel

v. Quantitative distribution

c. Interaction with networks:

i. Identifying the logistics errors by comparing the primary and secondary sales of stores

ii. Monitoring the "vacancies" in the category

iii. Market distribution between networks within the category, determining the development vectors and priorities

iv. Control over experiments and monitoring of new products sales (or other specific SKU) in networks with details up to specific points of sale

d. Work with the sales team:

i. Development of the incentive system for sales staff based on the analysis of data obtained for distribution and sales in specific points of sale within the networks

ii. Sales planning (or other measures planning) in relation to the specific points of sale within the networks with the subsequent analysis of the sales plan performance.

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