In-Store Audits can tell you what’s happening ‘on the ground’, give you fresh insight and provide internal and external accountability. Do you have marketing agreements in place and the need to be accountable to brands? Do you contract out or run in-store demos? How do you know they’re being properly executed? Do you spend money for displays? How can you be certain they’re being properly set up and stocked? How do you know they’re being set up at every location? In-store audits put metrics in place so you can measure productivity, hold partners accountable and gather the information that can improve your business and your bottom line.

When productivity is measured, performance increases. Imagine a baseball game where whether or not you touched second base on your way around the field was no big deal and no one kept track of the score. It turns into a big ‘who cares’ with no standards, no edge, zero excitement and eventually no interest. Living up to expectations, having a score card and expecting constant improvement is what makes the game exciting, keeps teams winning and the fans buying tickets. That goes in business too.

Audits Give You Answers

When a national food brand contracted for in-store sampling of their product, their Director of Shopper Insights needed to be sure that every employee engaged in the process was properly trained and was sampling all of the products, rather than just some of them. They wanted to know if employees were encouraging shopper interaction with their product samples. Once they gathered that information, they wanted to know what factors generated sales post-sample. Working with an experienced audit provider helped them understand what information would lead to understanding their shoppers, employees and purchasing patterns. The provider told them how much data was needed for statistical relevance. Knowing exactly what was happening ‘on the ground’ resulted in better trained personnel, more accountability to brands and a deeper understanding of exactly what motivated purchases.

Experts Make Your Job Easier

A national book retailer contracted with brands to place in-store displays and add give-aways to shopping bags with every purchase. Their Director of Learning and Development knew it wasn’t happening 100% of the time. The retailer needed internal accountability to be certain training and implementation were being carried out properly and needed external accountability to report actions and results to the brands. In-store audits told them quickly where their problems were and they found simple solutions that enabled them to increase productivity a full 30% in just three months. Using an experienced provider meant they had expert advice on exactly how to create an effective in-store audit program including how many stores and how often. They had help analyzing the data and learning how to use it to implement changes.

Audits Help You Sleep Better at Night

Measuring results ensures that what needs to be done is; regularly, consistently and effectively. When people are held accountable, they perform better. When they clearly understand what is expected them, they’re more likely to meet expectations more consistently. The best way to know exactly what’s occurring every day in your stores is to have someone there observing exactly what’s happening and why. Without direct observation it’s impossible to know which piece of the equation might be weak. Having an expert provider means you’re assured 100% objectivity – you get the unvarnished truth. You’ll be able to keep your marketing agreements on track and provide accountability. You’ll know exactly what’s happening with promotional displays and you’ll learn how policies and procedures are being carried out. Having standards in place but not measuring their effectiveness is like buying all the ingredients for a great meal and not following a recipe, just hoping putting them all in the pot will result in something delicious. It could happen, but it’s highly unlikely.

Get Results You Can Act on Quickly

Once your provider helps you determine exactly what you need to know, their carefully trained representatives will get information you can use right away. Good data conveyed correctly is easy to understand and experienced providers deliver your data immediately in a way that’s meaningful and useable to you. You should be able to see results broken down by store, geographic location and/or by issue or concern. Creating metrics and implementing audits will give you the peace of mind that comes from knowing what’s required and expected is being carried out, regularly and efficiently.

Most brands spend millions on new campaigns. But sometimes a little creativity goes a long way. The very intuitive placement of chicken soup in the cold remedy aisle differentiates the brand from its competition in a way that allows the consumer to think of it as a substitute and gives the product a unique value proposition. Can you think of a better way to position this product on something other than price?

There is a lesson to be learned here for brand marketers and retailers. As McLellan suggests, ask yourself, “Who are your substitutes? And, how will you position your brand against them to make a meaningful connection with your customer?”

1. Products
2. Price
3. Service

Instead of following suit with the auto industry, whose woes are well published, the article advises retailers to show off. Attract consumers with keeping in-store promotions enticing and consistent. Avoid pulling back in fear of the economy. Instead, focus on what customers want in terms of product variety and competitive pricing.

Retailer’s first step is to entice consumers into the store. Don’t slash prices excessively, rather focus on exciting in-store promotions that draw consumers in.

Once the consumer is in the store, the second step is to focus on merchandising. Avoid filling racks with discounted products and minimal staff. Merchandisers should move appealing products to the front and promote using eye catching displays. Maintain the value of the retail brand with clean and well-presented store front. Regardless of the economy, consumers want to enjoy their shopping experience. Make your store front a warm and inviting get away from the daily economic down turn.

Lastly, keep in touch with your retail results. Know what promotions are effective and where consumer experiences are lacking. Be proactive about making changes to merchandise, prices, and customer service programs. Staying in-tune with your consumer is the key to staying on top for 2009.