Retail Marketing
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
RETAIL OPERATIONS
AUDIT SERVICES
Industry:
Client:
Consumer Electronics
Panasonic India
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
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
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.
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
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
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
PROGRAM
CHALLENGES
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
PROGRAM
APPROACH
Program Approach
Questionnaire Design
Manpower Planning
Data Collection
Questionnaire testing
by market working
He captures and
records information as
per the questionnaire
Auditors submit
report along with
activity proofs
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
PROGRAM
EXECUTION
1. Activity planning
Activity
Key Actions
Channelplay Advantage
Experience of managing
large scale mystery
shopping & retail audit
programs
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
PROGRAM
EXECUTION
Activity
Key Actions
Channelplay Advantage
Auditor Sourcing
& Outlet Mapping
Database of freelancers
across 190+ cities
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
PROGRAM
EXECUTION
3. Training of Auditors
Activity
Key Actions
Channelplay Advantage
Auditor Training
Deep understanding on
mystery shopper/auditor
training needs and processes
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
PROGRAM
EXECUTION
Activity
Key Actions
Channelplay Advantage
Store Assignment
and Route
Planning
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
10
PROGRAM
EXECUTION
Activity
Key Actions
Channelplay Advantage
Geo-tagging and
time-stamping of data
reported through mobile app
for fool-proof reporting
Use of Technology
and Statistics for
Reporting
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
11
PROGRAM
OUTCOMES
Reporting Screenshots
Online dashboard with audit status and individual stores score summary
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
12
PROGRAM
OUTCOMES
Reporting Screenshots
Online dashboard with audit status and individual stores score summary
Audit
Performance
Summary
Region-Wise
Score Summary
Category-Wise
Score Summary
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
Region-Wise Audit
Coverage Compliance
13
PROGRAM
OUTCOMES
Reporting Screenshots
Store wise details with audit data
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
14
PROGRAM
OUTCOMES
Reporting Screenshots
Store wise details with audit data
Audit Score
Store Information
Comprehensive profiling of
each outlet
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
15
PROGRAM
OUTCOMES
Reporting Screenshots
Outlet wise question wise scores visible on web-portal
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
16
PROGRAM
OUTCOMES
Reporting Screenshots
Outlet wise question wise scores visible on web-portal
Section-Wise Questions
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
Audit
Score
Max
Score
17
PROGRAM
OUTCOMES
Reporting Screenshots
Store image samples
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
18
THANKYOU
/ channelplay
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited
19