{"id":2150,"date":"2021-10-26T15:15:52","date_gmt":"2021-10-26T20:15:52","guid":{"rendered":"http:\/\/blog.bindy.com\/?p=2150"},"modified":"2024-11-28T14:35:32","modified_gmt":"2024-11-28T19:35:32","slug":"3-typer-av-butiksrevisioner-som-varje-aterforsaljare-bor-genomfora","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/sv\/3-types-of-store-audits-every-retailer-should-conduct\/","title":{"rendered":"3 typer av butiksrevisioner som varje \u00e5terf\u00f6rs\u00e4ljare b\u00f6r genomf\u00f6ra"},"content":{"rendered":"

Att genomf\u00f6ra butiksrevisioner b\u00f6r finnas p\u00e5 att-g\u00f6ra-listan f\u00f6r varje \u00e5terf\u00f6rs\u00e4ljare, och av goda sk\u00e4l - detaljhandelsrevisioner<\/a> hj\u00e4lpa dig att uppr\u00e4tth\u00e5lla f\u00f6retagets standarder, f\u00f6rb\u00e4ttra verksamheten och fr\u00e4mja en s\u00e4ker upplevelse i butik. Men exakt vilka typer av butiksrevisioner b\u00f6r du genomf\u00f6ra och hur ofta b\u00f6r du g\u00f6ra dem? \u00c4nnu viktigare, hur kan du s\u00e4kerst\u00e4lla att dessa revisioner utf\u00f6rs p\u00e5 r\u00e4tt s\u00e4tt?<\/p>\n\n\n\n

F\u00f6r att besvara dessa fr\u00e5gor, tr\u00e4ffade vi ett par detaljhandelsexperter och fr\u00e5gade dem om b\u00e4sta praxis f\u00f6r butiksrevision. Ta en titt p\u00e5 vad de hade att s\u00e4ga nedan.<\/p>\n\n\n\n

Typ 1: Varuhandelsrevisioner<\/strong><\/h2>\n\n\n\n

Varuhandelsrevisioner<\/a> utf\u00f6rs f\u00f6r att s\u00e4kerst\u00e4lla att produktplacering, hyllutrymme, displayer, priser och kampanjer utf\u00f6rs enligt \u00f6verenskommelse mellan CPG-f\u00f6retag (Consumer Packaged Good) och \u00e5terf\u00f6rs\u00e4ljare.<\/p>\n\n\n\n

Enligt Aaron Chio, Senior Manager p\u00e5 Clarkston Consulting<\/a>, genomf\u00f6rs varuhandelsrevisioner antingen av \u00e5terf\u00f6rs\u00e4ljarna sj\u00e4lva eller av CPG:er som vill s\u00e4kerst\u00e4lla att deras produkter finns i lager och visas korrekt i butik. Om de g\u00f6rs p\u00e5 r\u00e4tt s\u00e4tt kan merchandisingrevisioner \u2013 som historiskt sett har setts som bordsaktiviteter \u2013 hj\u00e4lpa till att driva differentierade tillv\u00e4gag\u00e5ngss\u00e4tt p\u00e5 en snabbt f\u00f6r\u00e4nderlig och allt mer konkurrenskraftig detaljhandelsmarknad.<\/p>\n\n\n

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\"\"<\/a><\/figure>\n<\/div>\n\n\n

N\u00e4r \u00e5terf\u00f6rs\u00e4ljare genomf\u00f6r revisionerna kommer de vanligtvis att tilldela anst\u00e4llda p\u00e5 varje avdelning i hela butiken, s\u00e4ger Chio.<\/p>\n\n\n\n

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"Du kan hitta avdelningschefer, t.ex. n\u00e5gon i mitten av butiken, eller runt omkretsen av butiken, som ansvarar f\u00f6r att se till att deras butikssektioner \u00f6verensst\u00e4mmer. Dessa avdelningschefer \u00e4r ansvariga f\u00f6r att se till att butiken h\u00e5ller standarder, att produkterna finns i lager, att de underh\u00e5lls med korrekt skyltning och att de f\u00f6ljer planogrammen.\u201d \u2013 Aaron Chio, Senior Manager p\u00e5 Clarkston Consulting<\/a><\/p>\n<\/blockquote>\n\n\n\n

CPG:er<\/a>, \u00e5 andra sidan, l\u00e4gger vanligtvis ut revisioner p\u00e5 entreprenad och kontrakterar tredjepartss\u00e4ljare att komma in i butikerna och kontrollera om produkterna visas som de ska.<\/p>\n\n\n\n

Dessutom, s\u00e4ger Chio, hittar ledande \u00e5terf\u00f6rs\u00e4ljare och varum\u00e4rken s\u00e4tt att driva denna frontlinjeinformation f\u00f6r merchandisingrevision och anv\u00e4nda den som viktiga handlingsbara insikter f\u00f6r organisationen.<\/p>\n\n\n\n

\"Merchandising\"<\/a><\/figure>\n\n\n\n

Ledande praxis f\u00f6r att genomf\u00f6ra varuhandelsrevisioner<\/h3>\n\n\n\n

P\u00e5 fr\u00e5gan om b\u00e4sta praxis beskrev Chio f\u00f6ljande steg f\u00f6r butikss\u00e4ljare f\u00f6r att s\u00e4kerst\u00e4lla att deras granskning g\u00e5r smidigt:<\/p>\n\n\n\n

G\u00f6r en perimetervandring<\/b><\/h4>\n\n\n\n
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"F\u00f6rsta steget, ur ett handelsperspektiv, \u00e4r att g\u00f6ra en perimeterpromenad", s\u00e4ger han. <\/p>\n<\/blockquote>\n\n\n\n

Detta \u00e4r uppgiften att g\u00f6ra en snabb genomg\u00e5ng f\u00f6r att kontrollera om produkter och kampanjer visas korrekt.<\/p>\n\n\n\n

Bed\u00f6m lagerniv\u00e5er<\/b><\/h4>\n\n\n\n

N\u00e4r k\u00f6pm\u00e4n genomf\u00f6r perimetervandringen utv\u00e4rderar de lagerniv\u00e5erna, forts\u00e4tter Chio. Vid denna tidpunkt b\u00f6r s\u00e4ljare visuellt bed\u00f6ma butikshyllorna och displayerna f\u00f6r att avg\u00f6ra om de \u00e4r tillr\u00e4ckligt lager.<\/p>\n\n\n\n

Se till att produkterna lagras och s\u00e4ljs korrekt<\/b><\/h4>\n\n\n\n
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\u201dDet tredje steget \u00e4r att bege sig till bakrummet och dra de produkter som ska p\u00e5 golvet. Merchandisers kommer sedan att g\u00e5 till f\u00f6rs\u00e4ljningsgolvet, placera f\u00f6rem\u00e5l p\u00e5 hyllorna och se till att kampanjerna och visningarna \u00e4r korrekta, baserat p\u00e5 riktlinjerna fr\u00e5n CPG:er som i m\u00e5nga fall \u00e4r avtalsf\u00f6rpliktelser mellan varum\u00e4rket och \u00e5terf\u00f6rs\u00e4ljaren."<\/p>\n<\/blockquote>\n\n\n\n

\"Sluta<\/a><\/figure>\n\n\n\n

Svara p\u00e5 ytterligare fr\u00e5gor om det beh\u00f6vs<\/b><\/h4>\n\n\n\n

Enligt Chio kan s\u00e4ljare l\u00e4gga till ett fj\u00e4rde steg d\u00e4r de fyller i en unders\u00f6kning p\u00e5 uppdrag av CPG:er. De kommer att svara p\u00e5 fr\u00e5gor som "Var den h\u00e4r sk\u00e4rmen inst\u00e4lld p\u00e5 r\u00e4tt s\u00e4tt?" eller "Har vi en n\u00e4rvaro p\u00e5 det h\u00e4r \u00e4ndlocket?"<\/p>\n\n\n\n

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Anledningen, s\u00e4ger Chio, \u00e4r "det kan finnas en avtalsenlig skyldighet \u00e5 \u00e5terf\u00f6rs\u00e4ljarens v\u00e4gnar med tillverkaren n\u00e4r de deltar i en kampanj. Unders\u00f6kningen s\u00e4kerst\u00e4ller att produkterna marknadsf\u00f6rs enligt varum\u00e4rkets standarder och ger ytterligare feedback och insikt tillbaka till tillverkarna.\u201d<\/p>\n<\/blockquote>\n\n\n\n

H\u00e5ll ordning p\u00e5 dina varor<\/h4>\n\n\n\n

Kom ih\u00e5g att ingen gillar st\u00f6kiga displayer och st\u00f6kiga hyllor! H\u00e5ll dina varor p\u00e5 punkt och i linje med varum\u00e4rkets etos.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

F\u00f6r storskaliga \u00e5terf\u00f6rs\u00e4ljare med tusentals butiker \u00e4r inriktning avg\u00f6rande<\/b><\/h4>\n\n\n\n

Hur ofta ska du g\u00f6ra dina revisioner? Och hur v\u00e4ljer du vilka platser du ska utv\u00e4rdera och p\u00e5 vilken detaljniv\u00e5? Chio s\u00e4ger att svaret p\u00e5 dessa fr\u00e5gor beror p\u00e5 m\u00e5nga faktorer. Men hans r\u00e5d, s\u00e4rskilt f\u00f6r storskaliga \u00e5terf\u00f6rs\u00e4ljare, \u00e4r att vara strategiska och objektiva n\u00e4r de v\u00e4ljer marknader f\u00f6r noggranna butiksrevisioner.<\/p>\n\n\n\n

\n

"Det kan vara din st\u00f6rsta marknad eller en mindre marknad. Eller s\u00e5 kanske du kan titta p\u00e5 din analys och se var du \u00e4r under indexering mot ett visst konsumentsegment, eller f\u00e5 l\u00e4gre marknadsandelar. Det \u00e4r b\u00e4st att peka ut m\u00f6jligheter och g\u00f6ra en fokuserad anstr\u00e4ngning f\u00f6r att g\u00f6ra revisioner och ta reda p\u00e5 problemen.<\/p>\n\n\n\n

Vissa \u00e5terf\u00f6rs\u00e4ljare kan till och med l\u00e4gga till ett andra lager av analys till sina anstr\u00e4ngningar, och f\u00f6rs\u00f6ka f\u00f6rst\u00e5 effekten som omni-channel spelar f\u00f6r att f\u00e5 ut lager i butik, vilket l\u00e4gger till ett extra lager av komplexitet till analysen.\u201d -Aaron Chio, Senior Manager p\u00e5 Clarkston Consulting<\/a><\/p>\n<\/blockquote>\n\n\n\n

Styrka m\u00e4nniskor p\u00e5 golvet<\/h4>\n\n\n\n

"Ett nyckelmandat f\u00f6r ledande \u00e5terf\u00f6rs\u00e4ljare \u00e4r att svara p\u00e5 en enkel fr\u00e5ga: 'hur kan du ge dina frontlinjeanst\u00e4llda m\u00f6jlighet att vara organisationens r\u00f6st och \u00f6gon?'"<\/p>\n\n\n\n

\u201dLedande organisationer kontrollerar inte bara om produkterna finns i lager och uppfyller kraven. De ger ocks\u00e5 dessa \u00f6gon och f\u00f6tter p\u00e5 marken f\u00f6r att \u00e5terf\u00f6ra insikter till f\u00f6retag s\u00e5 att f\u00f6retaget kan vidta \u00e5tg\u00e4rder. Frontlineanst\u00e4llda \u00e4r en kritisk konkurrensf\u00f6rdel som ledande \u00e5terf\u00f6rs\u00e4ljare utnyttjar p\u00e5 r\u00e4tt s\u00e4tt. Att behandla anst\u00e4llda som en kritisk, differentierad tillg\u00e5ng \u00e4r det som skiljer bra fr\u00e5n stora \u00e5terf\u00f6rs\u00e4ljare\u201d<\/p>\n\n\n\n

\n

"Ist\u00e4llet f\u00f6r att bara kryssa i en ruta p\u00e5 en checklista, kommer ledande \u00e5terf\u00f6rs\u00e4ljare och varum\u00e4rken p\u00e5 hur de kan utnyttja den frontlinjeinformationen f\u00f6r att driva innovation, produktutveckling och kundrelationer." \u2013 Aaron Chio, Senior Manager p\u00e5 Clarkston Consulting<\/a><\/p>\n<\/blockquote>\n\n\n\n

Typ 2: H\u00e4lso- och s\u00e4kerhetsrevisioner<\/strong><\/h2>\n\n\n\n

Dirigent h\u00e4lso- och s\u00e4kerhetsrevisioner<\/a> inte bara h\u00e5ller dig kompatibel och skyddar dig fr\u00e5n anspr\u00e5k, st\u00e4mningar och annan huvudv\u00e4rk, utan som Gary Johnson, Senior Consultant p\u00e5 F\u00f6rebyggande r\u00e5dgivare<\/a>, noterar, det uppmuntrar ocks\u00e5 din personal att agera p\u00e5 r\u00e4tt s\u00e4tt.<\/p>\n\n\n

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\"\"<\/a><\/figure>\n<\/div>\n\n\n

En h\u00e4lso- och s\u00e4kerhetsrevision "kan verkligen f\u00f6r\u00e4ndra anst\u00e4lldas beteende. Alla vet vad som f\u00f6rv\u00e4ntas. Det st\u00f6der operationell excellens och utbildning, vilket i sin tur leder till r\u00e4tt beteenden.\u201d<\/p>\n\n\n\n

\n

"Revisionsprocessen i sig blir en drivkraft f\u00f6r m\u00e4nniskor att inte bara f\u00f6lja, utan att faktiskt ha r\u00e4tt beteenden och kunna arbeta s\u00e4kert och svara p\u00e5 saker korrekt." \u2013 Gary Johnson, seniorkonsult p\u00e5 F\u00f6rebyggande r\u00e5dgivare<\/a><\/p>\n<\/blockquote>\n\n\n\n

B\u00e4sta praxis f\u00f6r att utf\u00f6ra h\u00e4lso- och s\u00e4kerhetsrevisioner<\/h3>\n\n\n\n

Johnson gav flera tips n\u00e4r han genomf\u00f6rde h\u00e4lso- och s\u00e4kerhetsrevisioner. De inkluderar:<\/p>\n\n\n\n

Utf\u00f6r h\u00e4lso- och s\u00e4kerhetsrevisioner minst en g\u00e5ng per kvartal<\/b><\/h4>\n\n\n\n

H\u00e4lso- och s\u00e4kerhetsrevisioner b\u00f6r genomf\u00f6ras varje kvartal, s\u00e4ger Johnson. Du b\u00f6r till och med \u00f6verv\u00e4ga att g\u00f6ra dem oftare om ditt f\u00f6retag har komplexa s\u00e4kerhets- och h\u00e4lsoproblem, som att ha farliga material, farlig utrustning eller h\u00f6ga hyllor i dina butiker.<\/p>\n\n\n\n

Var \u00e4rlig med dina granskningar<\/b><\/h4>\n\n\n\n
\n

"Revisioner b\u00f6r utropa efterlevnad kontra bristande efterlevnad, och om n\u00e5got fungerar eller inte," till\u00e4gger han. "Detta \u00e4r en tid att vara \u00e4rlig och l\u00e5ta revisionen \u00e5terspegla vad som verkligen h\u00e4nder s\u00e5 att du kan fixa det."<\/p>\n<\/blockquote>\n\n\n

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\"\"<\/a><\/figure>\n<\/div>\n\n\n

\u00d6verv\u00e4g att bilda en s\u00e4kerhetskommitt\u00e9<\/b><\/h4>\n\n\n\n

"Ha en s\u00e4kerhetskommitt\u00e9 som \u00e4r ansvarig f\u00f6r att granska s\u00e4kerhetsprogrammet och varna ledningen", n\u00e4mner Johnson. Denna kommitt\u00e9 b\u00f6r best\u00e5 av personer med olika roller i verksamheten. Du kan till exempel inkludera n\u00e5gon i ledningen, n\u00e5gon som jobbar i ryggen, etc.<\/p>\n\n\n\n

Han till\u00e4gger att bildandet av en s\u00e4kerhetskommitt\u00e9 kommunicerar budskapet att h\u00e4lsa och s\u00e4kerhet \u00e4r ett delat ansvar och inte bara ett ledningsansvar. <\/p>\n\n\n\n

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"Det h\u00e5ller alla involverade, ur grupptryckssynpunkt. N\u00e4r de ser en arbetskamrat uppvisa d\u00e5ligt beteende kan de sj\u00e4lva bevaka det."<\/p>\n<\/blockquote>\n\n\n\n

Typ 3: Skadef\u00f6rebyggande revisioner<\/strong><\/h2>\n\n\n\n

Skadef\u00f6rebyggande revisioner<\/a> kan hj\u00e4lpa till att minimera st\u00f6ld, bedr\u00e4gerier och administrativa problem som leder till krympning. H\u00e4r \u00e4r n\u00e5gra av Johnsons rekommendationer f\u00f6r att genomf\u00f6ra framg\u00e5ngsrika revisioner f\u00f6r att f\u00f6rebygga f\u00f6rluster.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

B\u00e4sta praxis f\u00f6r att genomf\u00f6ra revisioner f\u00f6r att f\u00f6rebygga f\u00f6rluster<\/h3>\n\n\n\n

Var transparent<\/b><\/p>\n\n\n\n

"Framg\u00e5ngsrika \u00e5terf\u00f6rs\u00e4ljare flyttar revisionerna ut i det fria och g\u00f6r processen transparent", s\u00e4ger Johnson.<\/p>\n\n\n\n

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"M\u00e5let \u00e4r inte att f\u00e5nga n\u00e5gon som g\u00f6r n\u00e5got fel, utan snarare se till att butikspersonalen utf\u00f6r procedurerna, \u00e4r utbildade och driver butikseffektivitet." \u2013 Gary Johnson, seniorkonsult p\u00e5 F\u00f6rebyggande r\u00e5dgivare<\/a><\/p>\n<\/blockquote>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Skapa ett resurscenter<\/b><\/h4>\n\n\n\n

\u00c5terf\u00f6rs\u00e4ljare m\u00e5ste "ha en centraliserad plats d\u00e4r anst\u00e4llda kan hitta svar p\u00e5 sina fr\u00e5gor och f\u00e5 referenser f\u00f6r utbildning", s\u00e4ger han. "Idag \u00e4r en onlinereferensportal extremt v\u00e4rdefull f\u00f6r att skapa konsekvens, effektivisera utbildningen och minska kostnaderna."<\/p>\n\n\n\n

Se till att din revision fokuserar p\u00e5 de viktigaste f\u00f6rlustf\u00f6rebyggande faktorerna<\/b><\/h4>\n\n\n\n
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"Bygg din revisionsprocess utifr\u00e5n dina befintliga procedurer och var eftert\u00e4nksam," r\u00e5der Johnson. "Fokusera p\u00e5 det viktigaste. Vilka kontroller \u00e4r v\u00e4sentliga f\u00f6r verksamheten? Vilka \u00e5tg\u00e4rder f\u00f6rhindrar f\u00f6rlust? Vilka beteenden st\u00e4rker ditt varum\u00e4rke och kundupplevelsen? Det h\u00e4r \u00e4r inte r\u00e4tt tillf\u00e4lle att knacka p\u00e5 detaljerna.\u201d<\/p>\n<\/blockquote>\n\n\n

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\"\"<\/a><\/figure>\n<\/div>\n\n\n

Se revisionen ur din kunds perspektiv<\/b><\/h4>\n\n\n\n

Johnson rekommenderar ocks\u00e5 att \u00e5terf\u00f6rs\u00e4ljare "anv\u00e4nder granskningen f\u00f6r att se butiken "som en kund g\u00f6r" och granska alla aspekter av kundens kontaktpunkter."<\/p>\n\n\n\n

Med det i \u00e5tanke kan du p\u00e5b\u00f6rja revisionen utanf\u00f6r butiken f\u00f6r att bed\u00f6ma parkeringsplats, belysning, skyltning och f\u00f6nstervisning. Sedan \u2013 precis som hur en kund skulle \u2013 arbeta dig in och utv\u00e4rdera hush\u00e5llning, varuexponering och kundservice (dvs. h\u00e4lsning, service, kassahastighet, noggrannhet).<\/p>\n\n\n\n

Fokusera inte p\u00e5 revisionsresultatet, utan p\u00e5 n\u00e4sta steg<\/b><\/h4>\n\n\n\n

Har du f\u00e5tt dina granskningsresultat? Kom ih\u00e5g att "det m\u00e5ste handla mer \u00e4n om "po\u00e4ngen" eller att dokumentera bristande efterlevnad, s\u00e4ger Johnson.<\/p>\n\n\n\n

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"Tipppunkten \u00e4r faktiskt att anv\u00e4nda resultaten f\u00f6r att identifiera exekveringsbrister och arbeta snabbt med det fixa dem <\/a>och s\u00e4tta en kurs f\u00f6r att driva konsekvens.\u201d \u2013 Gary Johnson, seniorkonsult p\u00e5 F\u00f6rebyggande r\u00e5dgivare<\/a><\/p>\n<\/blockquote>\n\n\n\n

\"\"<\/a><\/h1>\n\n\n\n

Vad kommer h\u00e4rn\u00e4st?<\/h3>\n\n\n\n

Beroende p\u00e5 var du befinner dig med ditt f\u00f6retag b\u00f6r du utv\u00e4rdera din revisionsprocess f\u00f6r att se om det finns n\u00e5gra brister. Kanske kan ditt f\u00f6retag dra nytta av att inr\u00e4tta en h\u00e4lso- och s\u00e4kerhetskommitt\u00e9. Eller s\u00e5 kanske det handlar om att ge din personal m\u00f6jlighet att vara mer proaktiv med att f\u00e5 insikter fr\u00e5n f\u00f6rs\u00e4ljningsgolvet.<\/p>\n\n\n\n

Hur som helst, var \u00e4rlig och transparent med dina resultat och anv\u00e4nd informationen f\u00f6r att f\u00f6rb\u00e4ttra din butiksrevision och din verksamhet \u00f6verlag.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Om f\u00f6rfattaren:<\/strong><\/p>\n\n\n

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\"francesanicasio\"<\/figure>\n<\/div>\n\n\n
<\/i>Francesca Nicasio<\/a> \u00e4r detaljhandelsexpert, B2B-inneh\u00e5llsstrateg och LinkedIn TopVoice. Hon skriver om trender, tips och b\u00e4sta praxis som g\u00f6r det m\u00f6jligt f\u00f6r \u00e5terf\u00f6rs\u00e4ljare att \u00f6ka f\u00f6rs\u00e4ljningen och betj\u00e4na kunderna b\u00e4ttre. <\/em><\/div>\n\n\n\n
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<\/p>\n<\/blockquote>\n\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

Att genomf\u00f6ra butiksrevisioner b\u00f6r finnas p\u00e5 att g\u00f6ra-listan f\u00f6r varje \u00e5terf\u00f6rs\u00e4ljare, och av goda sk\u00e4l \u2013 detaljhandelsrevisioner hj\u00e4lper dig att uppr\u00e4tth\u00e5lla f\u00f6retagets standarder, f\u00f6rb\u00e4ttra verksamheten och fr\u00e4mja en s\u00e4ker butiksupplevelse. Men exakt vilka typer av butiksrevisioner b\u00f6r du genomf\u00f6ra och hur ofta b\u00f6r du g\u00f6ra dem? \u00c4nnu viktigare, hur kan... Forts\u00e4tt l\u00e4sa 3 typer av butiksrevisioner som varje \u00e5terf\u00f6rs\u00e4ljare b\u00f6r genomf\u00f6ra<\/span> 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