POS auditing

What do you need?

External Advertising Audit

Recording of measurements and characteristics of each of the point of sale’s windows and current use

Analysis of the real possibilities for the placement of vinyls or other advertising elements in the window display

Prioritisation of elements based on their visibility and other pre-established variables

Quantification and simulation of the visual impact of vinyl placement according to different sizing suggestions and placement guidelines

Proposal of different scenarios with their respective production needs to determine the optimum solution in terms of total cost and visual impact

Internal Advertising Audit

Inventory and analysis of the current use of interior spaces, types of advertising supports or displays, furniture or other elements and their condition

Recording of measurements for the installation of new elements (furniture, shop-in-shop, displays, etc.)

Confirmation of the existence of certain elements, as well as the collection of quantitative data regarding those elements

Store checks

Product check (SKUs, facings, units and compliance with the planogram)

Promotion check, our brand and competitors

Price check of SKUs and comparison with competitors

Comparative analysis of our customer’s presence and visibility versus competitors by channel, chain and geographical area

Mystery shopper

Point-of-sale visits by mystery shoppers

We choose the right profile of our mystery shopper according to type of visit, the channel, brand and objectives.

Goals: encouragement of customer service staff to make recommendations, using the accurate sales arguments, presence and method guidelines defined by HQ, etc.

National rollout with initial common training to ensure consistency of the results

Expert personnel throughout the country

One-off visit or frequent visits with different auditor at each visit

Full results analysis and suggestions for improvement

As we do

DESIGN AND SCOPE OF THE AUDITING PROCESS

Support in defining the information to be collected and selecting the representative sample, where appropriate

Balance between costs (data management and in-store time) and use of information, avoiding the collection of unnecessary data that causes inefficiency

Design of scoring to facilitate data analysis and use of that information in order to make decisions based on the data collected

TEAMS

Auditor profile according to the channel and information to be collected; clear and tested methodology

Comprehensive on-site training for all auditors

Double-checking of information collected, contrasted with the photos taken at the point of sale by an independent team with the same training as the field teams

REPORTING OF RESULTS

Thorough point-of-sale file with all the photos, information collected and the proposed materials (Excel format and visual format)

Quality control to guarantee data reliability

Analysis of the data collected, affording a clear picture of the current state of the main points of sale

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