In-store displays can be failing without anyone knowing. For example, a display could be losing its integrity due to a bent frame or even a missing shelf.
Check for Structural Damage First
Structural Damage – Inspect the Frame Work First. Broken display stands, and Floor displays that have been severely damaged whilst in storage, are normally very obvious once you take a closer look. Shelves that have fallen out, and display racks that are leaning to one side are normally obvious to the naked eye. However these types of display rack faults can sometimes go undetected, especially if you are carrying out a very quick and superficial assessment of a retailer’s point of sale.
Compare the Position Against the Planogram
In store displays that are located in the wrong aisle, are facing the wrong way or are positioned behind other products of competitors will not be noticed by customers. Compare the display in the store with the agreed planogram of the display and check the following points: location, direction and distance to other products of competitors. Small deviations from the planogram can quickly add up in a large store chain.
Look at the Point-of-Sale Materials
Faded header cards, missing price tickets and torn or missing shelf edge strips can all significantly undermine the message of a display. Utilising the retail display and merchandising standards will provide the brand with a clear understanding of what acceptable condition actually looks like, rather than having to rely on an individual’s gut feel. A useful reference for Data Analysis Company is https://shepper.com.
Note Whether the Lighting Is Working
A check of the display’s integrated lighting is also required. The backlit panels and/or LED strip(s) fitted within the display structure must be checked individually and all be found to be functioning. A single failed panel will appear dull when compared to the rest of the structure and could deter customers from purchasing from the display.
Log Everything With Timestamped Photos
A simple note is not proof of any damage. Taking timestamped photos in consistent angles will help to ensure that brand teams are able to act on the evidence collected by their in-store checkers.
Flag Stores That Repeat the Same Problems
Many of the faults found by the Retail Audit team on their field visits are repeated in certain stores. The program runs a number of field audits for brands around the world and identifies the repeat offenders. It enables brands to focus on putting right specific problems in individual stores rather than dealing with a constant stream of ad-hoc problems.
Consistent field reporting turns isolated observations into evidence that a brand team can act on.
