～Discover advanced in-store research strategies for retailers in Thailand (Part 2). Learn practical methods to optimize promotions, shelf layout and customer experience for stronger sales results. ～
Benefits of Conducting In-Store Research
There are three major benefits of conducting in-store research.
First, it makes on-site issues visible. Problems such as missing promotional materials, incorrect shelf displays or stock-outs can be identified quickly, allowing immediate corrective action.
Second, it enables objective merchandising optimisation. Instead of relying on assumptions, companies can make decisions based on real store data and customer behaviour. This leads to better shelf layouts, improved product visibility and stronger sales performance.
Third, it helps maintain consistency across multiple stores. For retailers, manufacturers and distributors, consistent execution is essential for protecting brand value and delivering a reliable customer experience.
Key Steps for Successful In-Store Surveys
To achieve reliable results, companies should follow a structured approach.
Step 1: Define Clear Objectives and KPIs
Before conducting a survey, it is important to clarify why the research is being carried out. For example, the objective may be to check campaign execution, reduce stock-outs, improve shelf compliance or benchmark competitors.
Clear KPIs help ensure that the survey results are measurable and actionable.
Step 2: Create an Efficient Survey Checklist
A well-designed checklist prevents confusion and ensures consistent data collection. Survey questions should be specific, easy to understand and aligned with the research objectives.
For example, instead of asking “Is the shelf good?”, the checklist should ask whether the product is displayed in the correct location, whether the price tag is visible and whether the promotional material is installed.
Step 3: Collect Accurate Store Data
Survey data should be collected accurately and consistently. Photos, store observations and quantitative checks can be used to provide objective evidence. This allows headquarters to understand the actual situation without visiting every store.
Step 4: Use External Resources When Needed
For companies with many stores or limited internal resources, it may be difficult for merchandising staff to visit every location. Outsourcing to a specialist research company with a wide survey network can help reduce workload and improve data accuracy.
Professional research partners can conduct retail audits, mystery shopping and store maintenance services efficiently across multiple locations.
Conclusion
In-store research is an essential method for understanding the reality of physical retail stores. It helps companies go beyond sales data and uncover the reasons behind customer behaviour, store performance and operational issues.
By checking shelf layout, stock availability, promotional execution, competitor activities and customer service, retailers and manufacturers can improve merchandising, strengthen customer experience and increase sales opportunities.
For businesses in Thailand’s competitive retail market, in-store research, retail audits and mystery shopping are powerful tools for making data-driven decisions and ensuring that strategies are properly executed at store level. Regular store surveys help identify issues early, improve operational consistency and create a better shopping experience for customers.
The AJIS Group offers a range of research and retail support services.
We offer services designed to improve customer service and generate profits, including “mystery shopping”, where investigators visit stores to objectively assess various aspects of customer experience and store operations, as well as “audits” to examine in-store promotions, shelf layout and sales floor conditions.
AJIS Thailand also provides retail support services such as stocktaking, merchandising, maintenance, and mystery shopping & research.
Please visit the page below for more information.
👉 Mystery Shopping & Research | AJIS Thailand
Editor: AJIS Group (AJIS Co., Ltd.)
AJIS Co., Ltd. is one of Japan’s leading providers of stocktaking and retail support services, operating 83 branches across Japan. Leveraging its extensive experience with over 3,000 corporate clients, the company has built strong and trusted relationships while offering comprehensive support for store operations and sales promotion activities.
Furthermore, the AJIS Group has expanded its presence internationally, with operations in the United States, China, Hong Kong, Taiwan, South Korea, Singapore, Malaysia, Thailand, Vietnam, and the Philippines. Through these initiatives, the Group is committed to addressing challenges faced by the retail and distribution industries across these markets.
