Retail audit data can be used differently based on the user profile but with the same purpose all the time, which is the improvement of sales team performance and achievement of business objectives. At this point it worth to split retail audit data users into two groups. 

​

1. Brand owners (Suppliers)

2. Distributors (Resellers)

​​

The biggest challenge for brand owners that rely on distributors to sell their products is maintaining the integrity of their brand promise across multiple relationships and channels. Your brand promise can get scrambled or lost in a system that includes multiple tiers between a supplier and a consumer. But it's a big problem for supplier companies because they don't have direct control over the distributors that represent their products or services.

That's why developing a partnership with your distributors is vital to your success. Supplier firms can't mandate management policy to a distributor, but suppliers can share best practices and resources with partners in a mutually beneficial relationship. And retail audit data is one of those strategic resources which helps brand owners to;​

• Monitor and Manage Distributor & Retailer Performance

• Monitor and Manage Brand Heath quality

• Monitor Competitive activities

​

On the distributor side retail audit data becomes an operational tool for sales performance management, which may include below applications but not limited to those only;

• Sales team performance management

• Brand/SKU penetration monitoring

• Product stocks monitoring

• Merchandising & Planogram monitoring

• Inventory quantity monitoring

• Promo and Price monitoring

• FEFO monitoring

• Competitive monitoring

• Store associate knowledge check