Improved Retail Store Hygiene for Kohler
Kohler, a well-known household name in sanitary ware, wanted to do a strategic audit of its vast network of retail stores across India to ensure they consistently reflected the brand's image of quality and hygiene. A timely and meticulous retail audit pan-India by Channelplay helped Kohler improve their exterior store hygiene to 86%, display area hygiene to 81% and improved performance across other key metrics.
Want to know more? Then dive into this detailed success story on how Channelplay achieved these numbers.
Why Channelplay?
Kohler realised that to conduct a successful and value-creating audit they needed an expert who could:
1. Define Clear Audit Objectives: Developing focused goals keeps the audit on track and ensures that the larger requirement is met.
2. Factor in Regional Variations: India's vast and diverse, so it is important to understand and factor in regional differences in store layouts, product popularity, and even cultural aspects of customer behaviour.
3. Allocate Resources and Logistical Requirements: Planning for a nationwide audit requires logistical finesse. It requires mapping out store locations, and travel routes, and factoring in travel time and resource availability for smooth and timely completion of the program.
4. Provide Technology Backing: Having the right technology for data collection improves efficiency and data quality.
Channelplay could tick all these boxes and more.
Our Approach
We planned a comprehensive retail audit program to get the best results for Kohler. Trained auditors visited stores across India, meticulously evaluating each location based on seven key criteria:
1. Store Exterior: The auditors assessed the cleanliness and overall condition of the store's facade, signage, and entryway. This initial impression is crucial for attracting customers and setting the tone for the shopping experience.
2. In-Store Hygiene: Moving inside, the auditors examined the overall store aesthetics, including factors like cleanliness, lighting, and temperature control.
3. Visual Merchandising (VM) Elements: The auditors checked the availability, condition, and proper placement of fixtures, branding materials, and Point-of-Sale displays (POSM).
4. Display Area: This area received close scrutiny. The auditors assessed how well products were presented, ensuring proper stock organisation, clear and uniform price tags, and the absence of competing brands within designated Kohler display areas.
5. Washroom Hygiene: Washroom hygiene is a defining feature in the retail store of a sanitary ware brand. Channelplay made it an important point of consideration.
6. Live Area: In this area, Channelplay focused on the functionality and condition of faucets installed on display. The auditors checked for proper operation and any potential leaks.
7. Focused Launches: We ensured the stock availability of specific, recently launched Kohler products within the stores. This is needed to keep the store up-to-date with Kohler's latest offerings and provides customers with the opportunity to explore new additions.
Outcome
Channelplay’s retail audit program proved to be a resounding success. It provided Kohler with valuable data and insights on a national and individual store level, enabling them to:
1. Improved Overall Hygiene: The average hygiene score increased from 74% to 78%. Specific areas like exterior hygiene, display area hygiene, and live area hygiene (faucets) witnessed even more dramatic improvements, highlighting the program's effectiveness.
2. Increase in Top Performing Stores: The percentage of stores scoring 80% or above in the audits increased from 31% to 38%. This signifies a notable rise in the number of stores delivering an exceptional customer experience.
3. Improved overall Country Average: The average audit score across all stores in India saw a significant jump, rising from 74% to 78%. This demonstrates a nationwide improvement in adherence to Kohler's standards.
4. Better Exterior Hygiene: The focus on store exteriors yielded impressive results, with hygiene scores rising from 82% to 86%. This creates a positive first impression for customers approaching the store.
5. Display Area Hygiene: The audits highlighted the importance of well-organised and clean display areas. As a result, hygiene scores in this area rose from 72% to 81%, contributing to a more inviting shopping environment.
6. Live Area Hygiene (Faucets): The dramatic improvement in live area hygiene, with scores climbing from 56% to 75%, demonstrates the program's effectiveness in ensuring the proper display and functionality of Kohler's products.
Kohler's strategic retail audit program demonstrably enhanced hygiene, brand presentation, and operational efficiency across its vast Indian retail network. The program's success underscores the importance of regular assessments and data-driven decision-making in maintaining brand consistency and achieving exceptional customer satisfaction. This commitment to quality has undoubtedly strengthened Kohler's position in the Indian market.
