Objective of Marketing Communication Mix in Retail

Retail Audit
• A retail audit is a smart checklist. It is based on a form,
has points, best-practice pictures, supporting files,
conditional items, critical items and action plan
recommendations. It allows standards to be checked,
deficiencies tracked, assigned and resolved when
district or sales managers visit stores. An audit allows
head office to guarantee company standards, programs
and policies are deployed in full, in time, in every store.
• Retail audits are used for operations, merchandising,
service, loss prevention, and/or health and safety
standards. They are sometimes called “store visits” or
“store walks.”
 WHY CONDUCT RETAIL AUDITS?

• Retail audits promote higher overall

compliance with brand standards at the store
level. How? The practice of sending a district
manager/CPG field representative into a
franchise/store demonstrates compliance is a
priority for the brand: the company is
committing resources to this endeavor.
• Make sure your form has adequate coverage. Again, situations can
vary, but for store managers/district managers, the form should
address some or all of the following areas (each a separate section):
• Store Exterior (parking lot, windows, landscaping, walkways, doors,
entrance)
• General appearance and presentation
• Merchandising and product stock
• Employees, speed of service, training, and product knowledge
• Equipment and facility maintenance
• Cash handling, security, and loss prevention
• Drive-thru
• Back of store, break room, office
• Inventory
• Washrooms
• Safety and policy display
 TYPES OF RETAIL AUDITS

1. Merchandising audits can be divided into two

overarching categories:
• Shelf audits (planogram compliance, no
product holes, facings, pricing, correct SKUs)
• Promotional audits (seasonal programs,
supporting signage, special displays/ads,
special pricing, employee awareness of and
knowledge about the promotion)
2. LOSS PREVENTION AUDITS
Loss prevention audits are designed to
minimize waste, vandalism, theft, and risk.
Taking a prevention vs. reaction approach
reduces costly disruptions, protects the brand
and helps build up the relationship between
head office and store. Loss prevention audits
put your policy front and center and makes
the process transparent for stores.
3. HEALTH AND SAFETY AUDITS
Health and safety audits ensure compliance with
government regulations and proper product
handling to protect companies from lawsuits,
claims, brand tarnishing events, and other
costly disruptions.
4. COMPETITIVE ANALYSIS AUDITS
• Competitive analysis audits are most
commonly conducted by CPG manufacturers
to track competitor activity in a specific
vertical. To make the most of a competitive
analysis audit, it is critical that you carefully
consider the scope and the data you want to
gather before sending your reps into the field.
Mystery Shopping is a process in which a person visits a retail store, restaurant,
bank branch or any such location with the objective of measuring the quality of
customer experience. Many companies define detailed processes and parameters
to ensure that customers will have a good experience in their sales locations.

So, with all of that in mind, here are some

legitimate mystery shopping companies to get
you started as a Mystery Shopper!
A Closer Look.
About Face.
Amusement Advantage.
BestMark.
Confero.
GAPbuster Worldwide.
IntelliShop.
KSS International.
• Internal Audit established what records are
kept in stores to inform management of the
amount and level of stock retained at any
given time.