FMCG Retail Audit Program - GCC
Global Consumer Goods Manufacturer — UAE & Saudi Arabia
Overview
Client: Global Consumer Goods Manufacturer
The Challenge
A global FMCG manufacturer with a portfolio of 200+ products was losing market share in the UAE and Saudi Arabia but could not pinpoint why. Their existing syndicated data provided category-level trends but lacked the granularity to identify store-level distribution gaps, out-of-stock issues, or competitor pricing strategies. The manufacturer needed a custom retail audit covering 1,200 outlets across modern trade, traditional trade, and convenience channels in both countries, tracking over 800 SKUs on a monthly basis.
Our Solution
Ginger Research designed and deployed a comprehensive retail audit program with 30 trained auditors conducting monthly visits to 1,200 retail outlets across the UAE and Saudi Arabia. Auditors used our CAPI platform to record product availability, shelf placement, facing counts, pricing, and promotional activity for over 800 SKUs across the client's portfolio and key competitors. Photographic evidence of shelf conditions was captured at every visit. Our analytics team delivered monthly reports identifying distribution voids, out-of-stock hotspots, planogram compliance rates, and competitive pricing gaps at the store, chain, and regional levels.
Results
- Identified $3 million in annual lost revenue from out-of-stock and distribution gaps
- Improved product availability from 72% to 91% within eight months through targeted distribution interventions
- Detected unauthorized pricing by three major retail chains, enabling contract enforcement
- Program expanded to include Egypt and Jordan in the second year
Key Metrics
The numbers that define this project's impact.
1,200
Outlets Audited
800+
SKUs Tracked
$3M
Lost Revenue Identified
72% to 91%
Availability Improvement
Services Used
The capabilities we deployed to deliver this project.
CAPI Surveys
Computer-Assisted Personal Interviewing on tablets and smartphones with offline capability and real-time data sync.
Learn more →Retail Audits
In-store audits measuring product availability, pricing, shelf placement, and promotional compliance.
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