Lee Tirrell conducts in-store observation studies across all markets and all outlet types, whether the purpose is to monitor promotional activity, verify trade compliance or to establish an accurate database. We provide manufacturers with visually verified data about promotional activity, brands, categories and retail execution.

We have proved that alternative desk-based research methodologies can give misleading results. There is no substitute for independent physical evaluation within the retail environment during trading hours. We establish the facts and report back to you the ‘reality of retail’.

Armed with real data you can then eradicate all subjective opinions that could be irrelevant or wrong. Certain of your facts when planning the next initiative, you can make informed decisions before the creative design stage. With this information you can target your investment and quantify your return.

Our clients will bear testimony that we do answer the pertinent questions, and may more besides. In-store auditing costs less than you may imagine, and the results have real value. Our work realises significant cost savings for our clients. Added value is gain by reduced wastage, less time spent chasing issues and improved client relationships.

Manufacturers need data on in-store merchandising for specific products and whole categories. Whether tracking a new product launch, verifying trade compliance of displays, price, facings, and out-of-stocks, Merchandising Audits are a gauranteed method of providing the 'reality of retail'. Lee Tirrell undertake custom in-store observation studies across all markets providing manufacturers with independent, visually verified data about retail execution. Experienced auditors perform the custom audit and provide insights into store activities not found in standard research reports to give the whys and wherefores.

Are your products well positioned and well presented in-store? Is you display material present, correctly implemented and prominently displayed to attract shoppers to your product? You need to know that the outlets are meeting your expectations for special product promotions and that your products are getting the space and display support you are paying for!

• If you are not getting 100% compliance, why not?

• What gets executed most effectively?

• What can you do to improve compliance levels?

Declarations of 90% plus compliance have been common but to date Lee Tirrell has found it impossible to verify such reports. Whether displays are dispatched direct to store or implemented by third parties the reality in-store remains well short of expectation.

How to use the results

• Plan for improved placement, location and execution

• Design displays that ensure impact in their environment, and meet the ‘reality of retail’

• Refer to an historic database of display activity & effectiveness

• Negotiate authoritatively at account reviews

• Ensure increased return on investment

Start to question the situation, probe the issues and know the facts - because only then can you begin to make a serious impact on the effectiveness of future campaigns.