The Retail Census process is one of the of key research methodologies within our basket of products. We literally ‘walk the streets’ to build our Outlet Data Sets, of all the relevant businesses and outlets, formal and informal, that you require within geographically defined regions.
Whether you are seeking a countrywide, regional or single city census of businesses we can find the data you need to give you that strategic and tactical edge you need.
Typically, we provide the total universe of outlets, and a profile of each of them in the universe, in order to find the best targeted outlets for your business to service, either directly or indirectly. The profile includes, amongst others, the name of the outlet, its GPS location and details of the products and services it offers, as well as any specific data you require, should you wish to commission this research yourself, as opposed to purchasing existing data.
Using these Outlet Data Sets, we can conduct a gap analysis to determine any opportunities for our customer and we can provide the information and tools for a optimised distribution, route and territory management too. There are a number of uses for this data that can direct your business and give you the advantage you are looking for.
We already have hundreds of thousands of outlets across Africa in our Outlet Data Sets that are regularly updated through our ongoing research. This data is immediately available!
Steve Johnson: Business Development Director, may be contacted for more information or a quotation on Tel: +27 (0) 84 2000 111 or email: steve@frontlineafrica.com
You may also be interested in: Vehicle and Rep Routing; Shopper Profile and Behaviour; Distribution Expansion; Channel Research; Execution Support Tools; Geomapping; Market Landscapes; Sales Force Optimisation; Volume and Value Share; Market Entry Assessments
Retail Audit Tracking specialises in reading and understanding the market / trade environment. In particular, we measures SKU specific data and retail trends for our customers.
Our key objective is to enable our customers to strengthen their market position.
We achieve this by providing both strategic insights and advice on tactical actions. Our experienced client services team ensure that the reports are purposefully built and contain the insights our customers require.
A classic Retail Audit is a regular audit of representative sample panel of outlets providing information on a brand’s sales share, volume, sales trends, stock levels, presence, effectiveness of in-store display promotion efforts, pricing and other associated aspects down to SKU level.
Retail Audit Tracking allows our customers to track their performance in the market environment versus their competitors, measure brand and product successes and identify threats.
Our services include monthly Retail Audits, Bi-monthly Retail Audit, Frontlines Stock Generated Market Share proprietary offering, Tactical Audits, Live Execution Audits using our RADAR Tool (Advanced In-store Optimization Tool) and various Trader Satisfaction Surveys.
Elmari Campher, RESEARCH DIRECTOR, may be contacted for more information or quotations. Tel: +27 (0) 86 999 0407 Email: elmari@frontlineafrica.com
You may also be interested in: Tracking Market Share; Competitor Tracking; Execution Tracking; Brand Research & Tracking; Price & Promo Tracking
If you sell goods in Africa then you must have a thorough understanding of the informal business sector. Africa does have a large and well-developed formal sector where scanned data is available but ignore Africa’s huge informal sector at your peril.
The Frontline Research Group was born out of the need to understand this sector, and we have decades of experience reading, analyzing & reporting on this, the foundation of trade in Africa. We have successfully gathered data, in the informal retail trade, of many African countries, and have various methodologies to accurately determine the market size and landscape, as well as highlight growth and expansion opportunities – we call it the Frontline Market Landscape Developer.
The Market Landscape Developer provides a host of essential information for a specific geographic area, including the actual size of the universe, the competitiveness of the market, market share, brand and distribution execution at point of buying, as well as looking at the effectiveness of customer service and support, across the value chain.
In short, Frontline’s Market Landscape Developer will give you a very accurate report on the size and value of the market. It will also give you insight into the level of competition you will face, and assist you to build your strategy to handle this competition.
Having worked throughout Africa for many years the Frontline Research Group already has a host of information on many markets, which enables us use historical data, to understand and predict future development.
Steve Johnson: Business Development Director, may be contacted for more information or a quotation on Tel: +27 (0) 84 2000 111 or email: steve@frontlineafrica.com
You may also be interested in: Outlet data Sets; Vehicle and Rep Routing; Shopper Profile and Behaviour; Distribution Expansion; Channel Research; Execution Support Tools; Geomapping; Sales Force Optimisation; Volume and Value Share; Market Entry Assessments
The market size and structure lie at the core of all strategic marketing. Without knowing the “lie of the land” you cannot plan your sales, marketing or distribution strategy.
Market size is the total volume and / or value of sales for a product or service category within a defined market.
The objective of a market sizing exercise is to identify financially attractive localized markets for the introduction or expanded distribution of a brand and / or product category.
The steps taken in determining the Market Size are generally as follows:
Keep in mind that measurement of the Market Size can happen at various levels, namely retail level, shopper level or end user level (B2B, consumer, customers respectively) or in a combination of these.
The choice of which level to measure in depends on:
The methods of data collection can involve one or more of the following: audit methodologies, census / location surveys, interview-based surveys and secondary research.
The Market Sizing report would encompass the relative sizes of channels, categories and sub-categories, product and service formats and brands.
When looking at retail level we analyze the retail outlets in detail. We search for outlets relevant to the brand or product and we quantify and enumerate these outlets. The outlets are also geocoded for spatial analyses.
The results of the Market Sizing are mapped to make it easy to identify areas by opportunity.
Steve Johnson: Business Development Director, may be contacted for more information or a quotation on Tel: +27 (0) 84 2000 111 or email: steve@frontlineafrica.com
You may also be interested in: Outlet data Sets; Shopper Profile and Behaviour; Channel Research; Execution Support Tools; Geomapping; Volume and Value Share; Market Entry Assessments
Retail execution and tracking is vital to maintaining a competitive edge. Making sure that a product or product range, as well as Point of Sale materials and promotions, are displayed and executed correctly, requires ongoing assessment and corrections.
The Frontline Research Group have developed a retail execution and tracking audit methodology, called RADAR, whose results can be monitored in real time.
Once the KPI requirements of the customer are identified, a custom-made digital dashboard is developed, and the customer is given login details that allows them to access the research results in real time.
The Frontline Research Group has years of experience in conducting research and monitoring product and merchandise execution throughout Africa, from large formal retail outlets to even the most remote and informal outlets.
The research teams are highly trained and use the latest technology to record results that are then synchronized with the dashboard.
Whatever information is required – availability, price compliance, SOVI, merchandising, asset standards or CSI, may be acquired and displayed.
Our primary objective is to implement and manage an audit of the outlets that have been selected, either by the client, or randomly, and provide accurate information that can be collected and downloaded within a short turnaround time, in order to deliver the required customized reports.
Vaughan Deacon, CLIENT RELATIONS MANAGER, may be contacted for more information or a quotation on Tel: +27 (0)86 999 0407 or email: vaughan@frontlineafrica.com
You may also be interested in: Vehicle and Rep Routing; Shopper Profile and Behaviour; Distribution Expansion; Channel Research; Execution Support Tools; Geomapping; Market Landscapes; Sales Force Optimisation; Volume and Value Share; Market Entry Assessments
Competition in the retail sector is relentless and aggressive, and for a company to at least maintain, but preferably grow its market share, it has to outperform its competitors.
To do this, companies have to understand the level of satisfaction that their product or product range has with not only the consumer and shopper, but also with their customers.
Not only do we look at your product or product range, but we also look at the perceived level of your service from your customers’ point of view. We ask questions such as; are your customers happy, in terms of merchandising support, order placement, invoicing, delivery and returns? How well do you stack up, compared to your competitors, with regards to looking after this key component in your value chain?
Our Customer Satisfaction Surveys will collect data from customers and partners, in on-and-off trade, and provide an understanding of the level of satisfaction, as well as the strengths, weaknesses, threats and opportunities of the product or product range.
We will focus on aspects of the supply chain as well as the relationship between the product, and service delivered to the customer. Our objective is to understand and report on Key Business Attributes, such as customer management, category leadership, brand and marketing innovation, as well as the all-important level of Customer Satisfaction.
Our service goes beyond just gathering information as, once the level of satisfaction is determined, we make recommendations too. We recommend what constructs need to be improved and how much these improvements can affect your customer’s overall satisfaction.
Vaughan Deacon, CLIENT RELATIONS MANAGER, may be contacted for more information or a quotation on Tel: +27 (0)86 999 0407 or email: vaughan@frontlineafrica.com
You may also be interested in: Vehicle and Rep Routing; Shopper Profile and Behaviour; Distribution Expansion; Channel Research; Execution Support Tools; Geomapping; Market Landscapes; Sales Force Optimisation; Volume and Value Share; Market Entry Assessments
The large amounts of data collected during research projects, is often daunting, however, integrating Geomapping, and using Geographic Information Systems (GIS) data collected in the field, assists in visualizing and interpreting this location based data.
Our research results contain accurate GPS tags for all retail outlets surveyed, as this assists with the quality control measures, and makes the visualisation of the data possible.
When surveys are conducted, the retail outlets are mapped, using our hand held software technology, and integrated into the GIS software, that has become a key part of our service offering.
We work closely with other data partners and are able to compliment the data we gather with population, demographic and census data to provide a comprehensive view of the market layout, in a specific geographic area.
Visualising research data and insights, and looking at it through the lens of maps and dashboards, allows for quick data analysis and the manipulation of the data content to view different scenarios.
The GIS software we use, not only maps the retail outlets, but is also able to run optimised route and resource calculations for delivery and servicing. Another way of saving time and money, by becoming more efficient in your service delivery.
If a customer has their own data, but does not have GPS co-ordinates, reverse Geocoding allows for the creation of latitude and longitude points using physical address information to accurately plot your customers GPS information.
The advantages of Geomapping are enormous and will help reduce costs, improve efficiency and improve customer satisfaction.
Vaughan Deacon, CLIENT RELATIONS MANAGER, may be contacted for more information or a quotation on Tel: +27 (0)86 999 0407 or email: vaughan@frontlineafrica.com
You may also be interested in: Vehicle and Rep Routing; Distribution Expansion; Channel Research; Execution Support Tools; Market Landscapes; Sales Force Optimisation; Volume and Value Share; Market Entry Assessments
Market Segmentation is the classification of your customer database into different target markets. Market Segmentation, within the retail sector, can only occur when a reliable set of retail outlet data exists.
Before the Frontline Research Group conducts a Market Segmentation exercise, it often performs a Retail Census, or Market Landscape study.
Once the retail outlet data has been gathered market segmentation can be begin. There are varieties of ways in which this market may be divided up depending on the specific needs of the exercise. These include, but are not limited to:
Thanks to our Geographic Information Systems (GIS), and complimentary data sets, we are able to look at retail outlet data through the lens of maps and dashboards. GIS allows for the manipulation of the data content to view different market segmentation scenarios quickly and effectively, thus allowing you to get your product, to your customer, in the most efficient way.
Steve Johnson: Business Development Director, may be contacted for more information or a quotation on Tel: +27 (0) 84 2000 111 or email: steve@frontlineafrica.com
You may also be interested in: Outlet Data Sets; Vehicle and Rep Routing; Shopper Profile and Behaviour; Distribution Expansion; Channel Research; Execution Support Tools; Geomapping; Market Landscapes; Sales Force Optimisation; Volume and Value Share; Market Entry Assessments;
A marketing channel is the route that a product follows from marketing, via distribution centers to the end user, in a specific geographic region. It requires a clear identification of retail outlets that currently sell the product as well as those that could potentially sell the product in the area.
The Frontline Research Group usually performs a Retail Census, or a Market Landscape Study of the retail outlets in a specific area before Channel Research can be performed.
Channel Research involves the interpretation of how a product performs in an existing channel or the estimation of how a product may perform in a new channel.
The results of Channel Research will help to determine how to improve retail execution in an existing channel and/or identify new, profitable channels. In both cases, Channel Research will improve the availability and sales of the product.
Steve Johnson: Business Development Director, may be contacted for more information or a quotation on Tel: +27 (0) 84 2000 111 or email: steve@frontlineafrica.com
You may also be interested in: Outlet Data Sets; Vehicle and Rep Routing; Shopper Profile and Behaviour; Distribution Expansion; Market Segmentation; Execution Support Tools; Geomapping; Market Landscapes; Sales Force Optimisation; Volume and Value Share; Market Entry Assessments
Distribution Expansion is the increase in the volume of sales brought about by adding new distribution point s to existing market segments and/or the increase in the number of market segments to which the product is distributed within a specific geographic area.
A clear identification of all retail outlets in the geographic area is a prerequisite, as well as information on a client’s existing distribution points in the geographic area. Distribution Expansion analysis is usually performed after the Frontline Research Group has conducted a Retail Census or Market Landscape Study in the geographic area.
Distribution Expansion goes hand in hand with research conducted on Market Segmentation and Marketing Channels.
Thanks to our Geographic Information Systems (GIS) we are able to look at retail outlet data through the lens of maps and dashboards. We compare the current client data with our research results and by the manipulation of the data content, we conduct an effective Gap Analysis. A Gap Analysis results in the identification of new retail opportunities and gaps in retail distribution in existing channels.
Ultimately, the Gap Analysis enables Distribution Expansion.
Steve Johnson: Business Development Director, may be contacted for more information or a quotation on Tel: +27 (0) 84 2000 111 or email: steve@frontlineafrica.com
You may also be interested in: Outlet Data Sets; Vehicle and Rep Routing; Shopper Profile and Behaviour; Market Segmentation; Channel Research; Execution Support Tools; Geomapping; Market Landscapes; Sales Force Optimisation; Volume and Value Share; Market Entry Assessments
The optimized routing of vehicles in a distribution operation, and the routing of a sales team, has enormous benefits.
Massive savings on time, fuel and operating expenses, and increases in sales revenue, are the most obvious. However, there is also a massive impact on driver and sales representative moral as well as customer satisfaction.
Using our Geomapping and Spatial Analytical Software, our Outlet Data Sets can be updated, integrated, mapped and visualized according to key markets and channel segmentations to drive more informed decision making, both strategic and operational.
Our routing software links directly with our Geomapping software so all routing outputs can also be mapped and visualized in a dashboard during the routing process.
The route maps and dashboard update automatically during each routing exercise, giving better visibility as you refine your inputs and design the perfect routing solution for your business.
Typically, you are able to build distribution channel strategies, identify customers within a radius of distributor centers, assign customers for direct and indirect sales and create, and update sales territories, all within hours.
A key insight is that you are able to identify and highlight opportunities and you can extract top priority outlets (e.g. Pareto analysis).
The optimization of vehicle scheduling, to create the best daily routes for multiple vehicles, and the generation of delivery routes, optimized by vehicle type and size, shift times, volumes, delay times, time and distance, all completed in a few hours, will add significantly to your bottom line.
We don’t just provide the data sets and Spatial Analytical Software, we also bring our experience and ability to design solutions and generate outputs to match a client’s needs – both strategically and operationally.
James Flood, ACCOUNT MANAGER / RTM ANALYST, may be contacted for more information or a quotation on Tel: +27 (0)76 511 8461 or email: jamesfl@frontlineafrica.com
You may also be interested in: Outlet Data Sets; Shopper Profile and Behaviour; Market Segmentation; Channel Research; Execution Support Tools; Geomapping; Market Landscapes; Sales Force Optimisation; Volume and Value Share; Market Entry Assessments