Retail Audits

Understanding customer behavior patterns at a customer touch point is always tricky. Discussions and plans in the company’s board room about designing customer experience points or customer touch points, tend to fail many a times considering the continuously changing methods of interaction potential customers follow. It makes necessary, for a brand to tap and keep on experimenting all the important elements of interaction that a customer goes through, before he makes the decision of owning a product or service.

Identify, Record, Compare and Report.

In the Identify Stage, the elements, areas and processes directly connected to the customer touch points are identified that is, right from layout structure of merchandise, product knowledge and presentation skills of the sales person, transaction methods and points, hand holding of the customer till the post sales support

In the Record Stage all the existing and identified elements, processes at the product and customer convergence are recorded.

In the Compare Stage the existing systems are compared with the standardized systems for improvement.

In the Report Stage all the observations and findings in the customer touch points as against expected standards are classified and reported on the basis of priority and importance.

Sales team of a promoter company thus, will be availed with all the relevant information on the interaction that the product experiences at the customer touch points.

What happens in a Mystery Audit and a Declared Audit?

Mystery Audit as the name signifies is conducted in the guise of a customer to obtain a first hand information as to how a brand stakeholder would respond to a customer in an actual interaction with them.

Declared Audit to simply put is about recording the adherence or omission  of standard procedures set for a brand's growth.

Mystery Audits and Declared Audits are conducted with an aim to bring in continuous and sustaining improvements in a brand stakeholder's ability to communicate the essence of his brand to a customer

Who is examined in Retail Audits and What are the Benefits of such Audits?

Respondents to Retail Audits will normally be:-

  • Retail Sales Person
  • Brand Promoter
  • A Store Manager
  • Sales Manager in a Store
  • In Store Sales Person

Few Benefits of Retail Audits

  • Feedback similar to a customer's experience in the store.
  • Opportunity to improve the skill sets of a brand promoter.
  • Well informed and motivated sales persons.
  • Notable growth in In-Store business.
  • Concerned and a goal oriented sales person.

Nurturing a  brand in order to excel  in a competitive ecosystem it is present in, includes continuous study, experimentation and calculated decision at right times.


Brand Welkin designs channel strategies in tandem with stakeholders of a brand to achieve desired objectives.