Example: retailer service study
Challenge
With over 2000 retailers across Europe this internationally recognised organisation wanted to assess its service levels. With individual countries varying in their experience, they needed to create an accurate, timely and detailed analysis of retailer distribution needs and expectations across their different markets.
Objectives
- To create a pan-European benchmark (distribution index) by which service performance could be measured
- To develop retailer by retailer reports so service improvement could take place
- To achieve maximum participation in the measurement process
- To operate to time and budget constraints
It was crucial the project also linked to a global programme being run in the Far East and USA covering similar issues.
Solution
Working across different markets and countries can prove challenging. The research needed to be conducted in a number of different languages and cover a 12 month period. Following initial pilots a questionnaire was developed to focus on the areas deemed important by a group of retailers. Each country was approached in local language over a 12 month period with the whole process repeated in a cycle for each country over the 12 months.
Result
Over 1,000 retailer reports have been produced leading to a greater understanding of their needs and the development of a retailer business improvement plan.
Participation levels by retailers in some countries were 100%. In every country re-measured, so far all have improved their service performance significantly.