panasonic retail audit case study

Copyright 2013 Channelplay Limited Copyright 2014 Channelplay Limited 1

Simplifying Retail Marketing

Retail Audit for Panasonic Indias Exclusive Stores

February 2014


Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

Objective Process compliance audit of Panasonic Premium Partner Program outlets (P4 outlets) to keep up the shopper experience at Panasonics flagship retail stores. Program Challenges Complex research design

Mix of declared & undeclared audits (Mystery Shopping)

Auditor profiling & training Coherent & consistent capturing of information across all cities

Reporting complexities Data analysis along with 30+ images per outlet to be reported

Scope of Work Research questionnaire design and web portal configuration Auditor mapping, route planning, and training Operations audit to evaluate process compliance Online reporting using proprietary mobile app and web portal

RETAIL OPERATIONS AUDIT SERVICES

Industry: Consumer Electronics Client: Panasonic India

74 STORES 125 VISITS

3 MANHOURS PER AUDIT

60+ ATTRIBUTES ASSESSMENT

50+ TIER I AND TIER II CITIES


PROGRAM BACKGROUND

Panasonic P4 outlets (Panasonic Premium Partner Program) are of

critical importance to Panasonic Indias business w.r.t their contribution

to sales and brand positioning. They host Panasonics entire product

range such as LCD/ LEDs TVs, Home Appliances, & Air Conditioners

with dedicated sections in the store for every category. Each outlet is

spread over an area of around 800 sq. feet.

Maintenance of these outlets as per corporate guidelines is critical for

Panasonic to keep up the shopper experience resulting in business

performance. Relying on Channelplays experience in retail, Panasonic

partnered with us as their audit arm to have a quick and comprehensive

assessment of their retail outlets.




PROGRAM BACKGROUND

Each store was evaluated on following attributes during the audit:

Store hygiene and process compliance

Compliance to planogram and customer service related norms

Product knowledge and behaviour of sales promoters

Quality of in-store sales staff and their interaction with shoppers

Product purchase experience at the store

Feedback on quality of sales process including billing

Product display & brand asset maintenance

Look & Feel, and Quality of in-store merchandising

Furniture & fixture maintenance

Condition of furniture & fixtures and its impact on store appearance




Complex Research Design P4 outlets were to be evaluated on both operational & customer experience parameters. Consequently, store assessment was a mix of both mystery shopping & declared audit. This increased the complexities w.r.t auditor training and questionnaire design.

Auditor Profiling & Training Due to 60+ variables to be observed inside a store, along with photographic reporting for 30+ aspects, auditors needed to be trained to produced consistent results across country

Reporting Challenges Huge data to be reported presented us with 3 challenges 1. Size of information 60+ attributes from 74 stores with attribute-wise photographic evidences 2. Representation of information Actionable data analysis 3. Timeliness of reporting

PROGRAM CHALLENGES



Client approves the audit questionnaire

Questionnaire testing by market working

Sourcing, training and outlet mapping of auditors

Auditors visit the assigned store on assigned date

He captures and records information as per the questionnaire

Auditors submit report along with activity proofs

Questionnaire Design Manpower Planning Data Collection Analysis & Reporting

PROGRAM APPROACH

Program Approach

Dashboards & store wise data is made available for client



1. Activity planning

Activity Process flow and questionnaire design

Key Actions Audit started as mystery shopping

so that staffs behaviour and other soft attributes could be evaluated from consumers point of view.

Then the auditors declared their identity to gain access to other store details

A detailed questionnaire was prepared on aspects such as Store Entry (signage & faade), Staff, Maintenance, Billing, Safety, Visual Merchandising etc.

Channelplay Advantage Experience of managing

large scale mystery shopping & retail audit programs

PROGRAM EXECUTION



2. Auditor Sourcing & Outlet Mapping

Activity Auditor Sourcing & Outlet Mapping

Key Actions Auditor estimation and sourcing

across 54 cities in India

Auditors conversant with retail operations and merchandising were deployed for each wave of audits

Channelplay Advantage Database of freelancers

across 190+ cities

Video index of freelancers for quick and easy recruitment

Store mapping based on no past association of auditor with stores

PROGRAM EXECUTION



3. Training of Auditors

Activity Auditor Training

Key Actions 1-on-1 training for each auditor to ensure coherent & consistent data capturing across all cities Auditors were trained on:

Panasonic store layouts, Planograms SOPs, and Design dockets to ensure all

auditors were streamlined with program objectives and deliverables

Channelplay Advantage Deep understanding on mystery shopper/auditor training needs and processes

PROGRAM EXECUTION



4. Execution Planning, Monitoring, and Performance Tracking

Activity Store Assignment and Route Planning

Key Actions Planning visits in a spread out

manner to minimize the bias and spill effect

Store mapping incorporated assignment of only unfamiliar stores to auditors

Channelplay Advantage Online route planning which is instantly visible to Auditors along with detailed questionnaire.

Online Reporting using proprietary web portal

Equipped with a digital camera, auditors captured information on 60+ attributes with photographic evidences for non-compliances and norm violations and submitted their report online

Secured web based reporting with hierarchy based access to all project stakeholders

PROGRAM EXECUTION



5. Quality Control through Technology, Statistics and Sampling

Activity Quality Check (QC) of Submitted Reports

Key Actions QC to ensure reports were as expected and quality of photographs was good

Channelplay Advantage Geo-tagging and time-stamping of data reported through mobile app for fool-proof reporting

Use of Technology and Statistics for Reporting

Use of technology for error free data collection

Dubious entries, if identified, are explored further by QC team.

PROGRAM EXECUTION

Our reporting platform enabled client with easy access to data and analytics such that observations could be drilled down and reviewed to the last detail possible.



Reporting Screenshots Online dashboard with audit status and individual stores score summary

PROGRAM OUTCOMES



Reporting Screenshots Online dashboard with audit status and individual stores score summary

PROGRAM OUTCOMES

Audit Performance

Summary

Region-Wise Score Summary

Category-Wise Score Summary

Month-on-Month Audit Score History Region-Wise Audit Coverage Compliance

Top 5 Stores of a Given Month (Pan India)

Top 10 Issues Reported in a Given Month (Pan India)



Reporting Screenshots Store wise details with audit data

PROGRAM OUTCOMES



Reporting Screenshots Store wise details with audit data

PROGRAM OUTCOMES

Store Information Comprehensive profiling of each outlet

Audit Score

Downloadable photo & audit report of each outlet



Reporting Screenshots Outlet wise question wise scores visible on web-portal

PROGRAM OUTCOMES



Reporting Screenshots Outlet wise question wise scores visible on web-portal

PROGRAM OUTCOMES

Section-Wise Questions Audit Score Max

Score



Reporting Screenshots Store image samples

PROGRAM OUTCOMES


/ channelplay

THANKYOU

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panasonic retail audit case study

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