In the dynamic landscape of retail, staying ahead of the competition requires more than just stocking shelves and ringing up sales. It demands a deep understanding of consumer behaviour, market trends, and operational efficiency. This is where retail auditing, also known as retail tracking, emerges as a vital tool for businesses to thrive in the ever-evolving market.
Liesl Pearson, Business Developer at Frontline Research Group (FRG), says, “Retail Tracking, synonymously known as Retail Audit, is a strategic approach aimed at consistently monitoring selected brands within designated retail environments. This meticulous process involves scheduled visits to these outlets, ensuring a detailed assessment of brand performance across various dimensions.”
Why Opt for Retail Tracking?
Delving deep into market dynamics, Retail Tracking furnishes critical data on sales volume, trends, stock availability, in-store promotions, pricing strategies, and much more, delivering SKU-level precision.
“This wealth of information serves as a navigational tool for brands aiming to secure a competitive edge in the retail maze,” adds Liesl.
Empowering Your Business Strategy
Retail Tracking is designed to fortify your market standing, offering a lens to compare your brand’s performance against competitors, assess product and brand successes, and uncover potential market threats. It is your roadmap to informed decision-making and strategic market positioning.
Navigating Traditional Trade
Liesl says, “In regions like Sub-Saharan Africa, where Traditional Trade represents a significant portion of the retail landscape, Retail Tracking becomes indispensable. Understanding this complex market is key to unlocking its vast potential. Thankfully FRG uses its vast footprint and experience gained over decades of walking the streets and acquiring data and insights to offer clients a lens into this dynamic market place.”
How Retail Audits are Conducted
Retail audits encompass a diverse array of methodologies and tools tailored to suit the specific needs and objectives of each business. FRG has a hands on approach when it comes to reading traditional trade. They establish efficient routes and, very importantly, develop relationships with the store owners that are interviewed. In this manner the most accurate data data is gathered month after month, year after year. Many of the stores in the FRG audits do not digitize their transactions and cash is the only form of payment.
Liesl elaborates, “Manual audits, which we typically use for traditional trade, involve physical inspections of stores to assess factors such as product availability, pricing accuracy, promotional displays, and competitor analysis. This hands-on approach allows auditors to identify issues and allows for them to be addressed promptly.”
Why you should use Frontline Research Group
Market Leaders: Our unparalleled leadership in Retail Tracking across Africa sets us apart.
Expert Network: Our robust network of field auditors across the continent ensures comprehensive market coverage.
Rich Data Repository: Benefit from our extensive database of historical performance metrics.
Specialized Insights: Our expertise in both Traditional and Formal Trade, provides you with nuanced market understanding.
Customized Solutions: Tailored insights and solutions to meet your unique business needs.
Flexible Budgeting: Quality data access tailored to fit any budget.
FRG designs robust samples that give clients national coverage and good reporting levels so that they can track their trends as well as the competitors. Together with an experienced research team of client service managers, data scientists, research managers, data processors and quality control agents, FRG are committed to offering their clients great insights to grow their business.
For more information or a demonstration contact Liesl Pearson, Business Development. Tel +27 (0)86 999 0407, mobile +27 (0)82 441 7331 or email liesl.pearson@frontlineafrica.com.
