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