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Simplifying

Retail Marketing

Retail Audit for Panasonic Indias Exclusive Stores


February 2014

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Copyright
2014
2013Channelplay
ChannelplayLimited
Limited

Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

RETAIL OPERATIONS
AUDIT SERVICES
Industry:
Client:

Consumer Electronics
Panasonic India

Objective
Process compliance audit of Panasonic Premium Partner Program
outlets (P4 outlets) to keep up the shopper experience at
Panasonics flagship retail stores.
Program Challenges
Complex research design
Mix of declared & undeclared audits (Mystery Shopping)
Auditor profiling & training
Coherent & consistent capturing of information across all cities
Reporting complexities
Data analysis along with 30+ images per outlet to be reported

74 STORES 125 VISITS


60+ ATTRIBUTES ASSESSMENT
3 MANHOURS PER AUDIT
50+ TIER I AND TIER II CITIES

Scope of Work
Research questionnaire design and web portal configuration
Auditor mapping, route planning, and training
Operations audit to evaluate process compliance
Online reporting using proprietary mobile app and web portal
Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited

Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

PROGRAM
BACKGROUND
Panasonic P4 outlets (Panasonic Premium Partner Program) are of
critical importance to Panasonic Indias business w.r.t their contribution
to sales and brand positioning. They host Panasonics entire product
range such as LCD/ LEDs TVs, Home Appliances, & Air Conditioners
with dedicated sections in the store for every category. Each outlet is
spread over an area of around 800 sq. feet.
Maintenance of these outlets as per corporate guidelines is critical for
Panasonic to keep up the shopper experience resulting in business
performance. Relying on Channelplays experience in retail, Panasonic
partnered with us as their audit arm to have a quick and comprehensive
assessment of their retail outlets.

Copyright
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2014
2013Channelplay
ChannelplayLimited
Limited

Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

PROGRAM
BACKGROUND
Each store was evaluated on following attributes during the audit:
Store hygiene and process compliance
Compliance to planogram and customer service related norms
Product knowledge and behaviour of sales promoters
Quality of in-store sales staff and their interaction with shoppers
Product purchase experience at the store
Feedback on quality of sales process including billing
Product display & brand asset maintenance
Look & Feel, and Quality of in-store merchandising
Furniture & fixture maintenance
Condition of furniture & fixtures and its impact on store appearance

Copyright
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2014
2013Channelplay
ChannelplayLimited
Limited

Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

PROGRAM
CHALLENGES

Complex Research Design


P4 outlets were to be evaluated on both operational & customer experience parameters.
Consequently, store assessment was a mix of both mystery shopping & declared audit.
This increased the complexities w.r.t auditor training and questionnaire design.
Auditor Profiling & Training
Due to 60+ variables to be observed inside a store, along with photographic reporting for 30+
aspects, auditors needed to be trained to produced consistent results across country
Reporting Challenges
Huge data to be reported presented us with 3 challenges
1. Size of information 60+ attributes from 74 stores with attribute-wise photographic evidences
2. Representation of information Actionable data analysis
3. Timeliness of reporting

Copyright
Copyright
2014
2013Channelplay
ChannelplayLimited
Limited

Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

PROGRAM
APPROACH

Program Approach

Questionnaire Design

Manpower Planning

Data Collection

Analysis & Reporting

Client approves the


audit questionnaire

Questionnaire testing
by market working

Sourcing, training and


outlet mapping of
auditors

Auditors visit the


assigned store on
assigned date

He captures and
records information as
per the questionnaire

Auditors submit
report along with
activity proofs

Dashboards & store


wise data is made
available for client

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2014
2013Channelplay
ChannelplayLimited
Limited

Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

PROGRAM
EXECUTION

1. Activity planning

Activity

Key Actions

Channelplay Advantage

Process flow and


questionnaire
design

Audit started as mystery shopping


so that staffs behaviour and other
soft attributes could be evaluated
from consumers point of view.

Experience of managing
large scale mystery
shopping & retail audit
programs

Then the auditors declared their


identity to gain access to other store
details
A detailed questionnaire was
prepared on aspects such as Store
Entry (signage & faade), Staff,
Maintenance, Billing, Safety, Visual
Merchandising etc.

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2014
2013Channelplay
ChannelplayLimited
Limited

Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

PROGRAM
EXECUTION

2. Auditor Sourcing & Outlet Mapping

Activity

Key Actions

Channelplay Advantage

Auditor Sourcing
& Outlet Mapping

Auditor estimation and sourcing


across 54 cities in India

Database of freelancers
across 190+ cities

Auditors conversant with retail


operations and merchandising were
deployed for each wave of audits

Video index of freelancers


for quick and easy
recruitment

Store mapping based on no past


association of auditor with stores

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2014
2013Channelplay
ChannelplayLimited
Limited

Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

PROGRAM
EXECUTION

3. Training of Auditors

Activity

Key Actions

Channelplay Advantage

Auditor Training

1-on-1 training for each auditor to


ensure coherent & consistent data
capturing across all cities

Deep understanding on
mystery shopper/auditor
training needs and processes

Auditors were trained on:

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2014
2013Channelplay
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Panasonic store layouts,


Planograms
SOPs, and
Design dockets to ensure all
auditors were streamlined with
program objectives and deliverables

Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

PROGRAM
EXECUTION

4. Execution Planning, Monitoring, and Performance Tracking

Activity

Key Actions

Channelplay Advantage

Store Assignment
and Route
Planning

Planning visits in a spread out


manner to minimize the bias and
spill effect

Online route planning


which is instantly visible to
Auditors along with
detailed questionnaire.

Store mapping incorporated


assignment of only unfamiliar stores
to auditors
Online Reporting
using proprietary
web portal

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2014
2013Channelplay
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Equipped with a digital camera,


auditors captured information on
60+ attributes with photographic
evidences for non-compliances and
norm violations and submitted their
report online

Secured web based


reporting with hierarchy
based access to all project
stakeholders

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Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

PROGRAM
EXECUTION

5. Quality Control through Technology, Statistics and Sampling

Activity

Key Actions

Channelplay Advantage

Quality Check (QC)


of Submitted
Reports

QC to ensure reports were as


expected and quality of photographs
was good

Geo-tagging and
time-stamping of data
reported through mobile app
for fool-proof reporting

Use of Technology
and Statistics for
Reporting

Use of technology for error free data


collection

Our reporting platform enabled


client with easy access to data
and analytics such that
observations could be drilled
down and reviewed to the last
detail possible.

Dubious entries, if identified, are


explored further by QC team.

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2013Channelplay
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Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

PROGRAM
OUTCOMES

Reporting Screenshots
Online dashboard with audit status and individual stores score summary

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2013Channelplay
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Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

PROGRAM
OUTCOMES

Reporting Screenshots
Online dashboard with audit status and individual stores score summary

Audit
Performance
Summary

Region-Wise
Score Summary

Category-Wise
Score Summary

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2014
2013Channelplay
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Month-on-Month Audit Score History

Region-Wise Audit
Coverage Compliance

Top 5 Stores of a Given Month (Pan India)

Top 10 Issues Reported in a Given Month (Pan India)

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Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

PROGRAM
OUTCOMES

Reporting Screenshots
Store wise details with audit data

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2013Channelplay
ChannelplayLimited
Limited

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Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

PROGRAM
OUTCOMES

Reporting Screenshots
Store wise details with audit data

Downloadable photo & audit report of each outlet

Audit Score

Store Information
Comprehensive profiling of
each outlet

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2013Channelplay
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Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

PROGRAM
OUTCOMES

Reporting Screenshots
Outlet wise question wise scores visible on web-portal

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2013Channelplay
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Limited

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Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

PROGRAM
OUTCOMES

Reporting Screenshots
Outlet wise question wise scores visible on web-portal

Section-Wise Questions

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2014
2013Channelplay
ChannelplayLimited
Limited

Audit
Score

Max
Score

17

Our Work in Consumer Electronics | Panasonic Retail Audit Case Study

PROGRAM
OUTCOMES

Reporting Screenshots
Store image samples

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2014
2013Channelplay
ChannelplayLimited
Limited

18

THANKYOU
/ channelplay

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2014
2013Channelplay
ChannelplayLimited
Limited

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