Page 112 - DMGT553_RETAIL_STORE_MANAGEMENT

Unit 7: Store Audit

A complete psychological process starts when a consumer enters the shop and continues till he Notes
buys and leaves the shop. Your products and brand are in a phase of advertisement for that time.
In the first two minutes consumer views a bunch of products and the combine brand position
will create a mind set of consumers. For instance in a show room display, if Citizen and Tag
Hueur’s latest wrist watch are displayed at the gate side, the brand image of your store is likely
to be right up there.
Retail Format: It has to fill the value chain of retail by resources. The main objective of retail
format should be to make consumers process of shopping very cosy. The factors which affect the
process are:
1. People involved
2. System Involved

3. Infrastructure (Show Room space, Parking space, interiors, sitting arrangement).
Service Blue Prints: It connects the brand or product with the resources for accessibility to
consumers. Service is not only inside the showroom but also outside (parking facilitating and
others).
Analyzing Performance of Retail Audit: The end result of retail audit must be to increase the
profit/square feet. Behind this figure enhancement, you can guess the mechanism of each unit
and factor under a system.

Self Assessment

Fill in the blanks:
1. .......................... involves the study of a selected sample of retail outlets, provided as
subscription-based service by market research firms.
2. Retail-audit service .......................... gather information on a brand’s sales volume, sales
trends, stock levels, effectiveness of in-store display and promotion efforts, and other
associated aspects.
3. Retail audit is a tool that opens up new option for .......................... move in the market.

Caselet Red Rooster

he first red rooster restaurant was opened in Western Australia in 1972 and has
grown to become Australia’s largest roast chicken operator. Red Rooster has over
T360 stores and employs around 5000 staff. In addition to their long established roast
A-grade fresh chicken and famous chips, red rooster also offers healthy baguettes and
salads, plus delicious burgers and wraps.
BrandM8 is being used by 20 red rooster area managers to conduct regular store audits for
360 stores across Australia. The store audits are carried out on a PDA and the checklist data
is automatically fed back into the BrandM8 Head Office database. A range of customised
reports have been created and these can be automatically e-mailed to managers and
Directors.

The introduction of BrandM8 has enabled red rooster to quickly and easily benchmark
store operational performance and ensure that their standards are being met.
Source: http://www.moboinnovations.com/epos-solutions/compliance-and-audit/case-studies.html

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