As a marketer, you know your current distribution width extends up to X thousand outlets. You also know you can still cover a substantial part of the road and may be increase your reach up to 2X thousand outlets. The possible dilemma you are often faced with is which are those additional X thousand outlets and where are they located? Which ones are the best industry grade outlets that you need to focus on? Which stores are category leaders in a particular area? Which are the stores that are selling your competition products regularly but your distribution is missing out in servicing them? If you are a new entrant into the market in a product or category, can you quickly benchmark the top 50% of the outlets selling your direct competition? Can you quickly use a surrogate to measure the width of the distribution that you should build in the first 6 months of your product launch? What should be the optimum sale level in an outlet?
Add to that the continuing phenomenon of new stores coming up, existing stores getting dropped due to distributor shuffling, retailers adding new categories to cater to increasingly discerning customers.... all these make it imperative that you have the correct understanding of where you are and where you are not.
At Retail Scan, we give you comprehensive answers to all your above questions. Our specially designed market mapping programs help you realise your brands’ full potential in much less time than conventional, internal methods.
As part of Retail Store Census Studies, Retail Scan undertakes exhaustive walk-through surveys, unearthing every possible store level issue like distribution coverage, service quality, competition presence, average offtake, retailer viewpoints etc.