Shelf audit: boost the performance of your sales force!
In the world of retail, shelf audit play a strategic role for sector managers. It forms the basis for an accurate assessment of the presence of products and their performance at points of sale.
What is a shelf audit ?
The shelf audit consists of collecting information on the layout, presence, and visibility of products on retailers’ shelves. It is used to measure the product holding rate, a key indicator that compares the number of products in the store with those specified in the commercial agreements.
For example :
- 4 out of 5 products: 80% holding rate.
- 6 products present for 5 planned: 120% holding rate.
This survey provides essential data for identifying areas for improvement and optimising the merchandising strategy.
The objectives of shelf audit
It is crucial for sales management to set precise sales targets for the shelf-edge survey period. These objectives must be measurable using key performance indicators (KPIs) that will enable sales performance to be assessed. For example, to increase sales by 15% in the targeted points of sale, or to improve the rate of conversion of prospects into customers.
A well-executed shelf audit offers many advantages.
Here are the 8 main benefits:
- Check compliance with commercial agreements.
Check that distributors respect the commitments they have made in terms of product presence and visibility. - Improve your point-of-sale presence.
Identify missing references to propose appropriate solutions and maximise the visibility of your products. - Advise distributors to increase sell-out.
Share your observations to optimise sales and strengthen commercial collaboration. - Read the average price.
Compare the prices of your products with those of your competitors to adjust your price positioning. - Strengthen the commercial relationship.
Accurate, constructive analysis adds value to your partnership with distributors. - Detect supply bottlenecks.
Spot stock-outs or order problems that are holding back sales performance. - Check the product-consumer fit.
Make sure your products meet customer expectations in terms of quality, price and presentation. - Cross-reference data to refine your strategy.
Use the information gathered to adjust your actions and anticipate market trends.
Key data to look for on the shelves
For an effective shelf audit, it is important to collect a variety of accurate data, including:
- Number of products in the range and missing references.
- Non-assortment products, identify opportunities or anomalies.
- Presence and surface area of product location, including out-of-stock situations.
- Reserved facing and shelf space.
- Product pricing and comparison with competitors.
- Shelf level (eye level, low or high).
- Type of shelf (organic, classic, etc.) and zone (hot, cold).
- Seasonal or themed promotions.
Tools and technologies for optimising shelf audit
Thanks to advances in technology, it is now easier to carry out accurate and rapid shelf audit. Here are the main solutions available:
Mobile applications
These innovative tools offer the possibility of capturing data in real time thanks to advanced functionalities such as image recognition, barcode scanning, or even visual content analysis. By exploiting these technologies, they not only significantly reduce the time needed to carry out a shelf audit but also improve the accuracy and reliability of the information collected. Some applications use video to analyse continuous scenes, while others focus on capturing still images. These solutions can also be adapted to different contexts of use, operating in offline mode or with a real-time connection, depending on specific requirements.
Easy to deploy and customisable to your needs, these mobile applications are transforming your day-to-day life in the field. Find out how these technologies can revolutionise your processes and boost your efficiency.
CRM management software
They centralise and analyse the information gathered, providing clear visualisations in the form of graphs or tables. This makes it easier to make decisions and identify trends. Implementing CRM management software enables sales teams to monitor their prospects in the best possible way. Thanks to sales dashboards, sales managers can monitor sales actions in real time, identify performance levers and adjust strategies according to the results obtained.
Sales and inventory monitoring systems
These tools enable sales data to be cross-referenced with information collected in-store, providing a global and detailed view of product performance.
Trends in shelf audit
Shelf audit evolves with technological innovations and changes in consumer expectations.
There are three main trends at the moment:
- Artificial intelligence (AI): AI makes it possible to process massive volumes of data and identify complex consumption patterns. These insights offer opportunities to optimise shelf space.
- Image Recognition: This technology is revolutionising shelf audit scanning by offering unprecedented speed and accuracy. Using mobile applications or connected cameras, it is now possible to scan entire shelves in a matter of seconds, automatically detecting out-of-stocks, price discrepancies, or product positioning errors. By capturing images and analysing them instantaneously, image recognition facilitates rapid, informed decision-making while reducing human error.
- Focus on customer experience: Retailers are investing more in attractive and engaging product presentations, combining design, promotion, and atmosphere.
- Sustainability and social responsibility: With the rise in environmental concerns, the shelf audit now includes criteria relating to the sustainability of products and how they are promoted.
