The Client
The client is a global manufacturer of beverages
MEASURING RETAIL EXECUTION
The Question
The client invests significant sums in creating a strong retail presence – providing and maintaining expensive assets like chillers, providing point of sale promotional materials and display support, monitoring stocks continuously and replenishing regularly, pre-empting competitor activity by proactively driving sales activation programs, etc. The client wished to continuously monitor the execution of their retail strategy
The Solution
MRC designed a large pan-Nigeria research to capture key retail execution measures – Availability, merchandising practices, Stock-outs and damaged goods, Chiller details such as Purity, Availability Stocking, Chiller Purity, Chiller Planogram, etc.
The Scope
• Pan Nigeria
• 45,000 outlets covered monthly
• Daily interviews with Tablets
The Result
The client has an almost real-time reading on the effective use of their retail assets, allowing
them to incentivize compliance and take action against offenders. The program allows the client to provide a consistent and excellent retail experience