Retail-audits aims to gather information on a brand's sales volume, sales trends, stock levels, effectiveness of in-store display and promotion efforts, and other associated aspects.
WHAT GETS Measured
The measures covered in the Retail Tracking reports are the following:
- Retail Sales in volume (i.e. litres, kilograms, pieces etc.) purchased by consumers.
- Retail Sales in value (local currency or other international currency).
- Brand Shares (volume & value).
- Retail Purchases (unit volumes purchased by the retail trade).
- Retail Handling (% of outlets handling a product/brand during the period, numeric and weighted).
- Retail Stocking (% of outlets with product/brand stocked at the end of the period, numeric and weighted).
- Size of Stock (volume of stock held by the retailers at the end of the period).
- Stock Coverage in days (volume of stock divided by average daily sales).
- Retail Out of Stock (% of outlets with product/brand out of stock at the end of the period, numeric and VW).
- Average Shelf Price.
- Average Sales per Outlet Handling (sales volume divided by the numeric handling; it shows the average sales of a certain brand within the outlets handling that brand during the audit period).
- Observation of in store displays
Additional measures can be implemented upon request.
We have extensive experience in conducting retail surveys, from measuring the total universe, to designing various retail samples. It must be noted that there is no readily available retail universe data in Botswana (trust no one!).