METHODOLOGICAL APPROACHES TO CONDUCTING MERCHANDISING AUDITS

The role of merchandising audits as a comprehensive tool for monitoring and evaluating the effectiveness of retail trade practices has been studied. It has been established that a merchandising audit is a systematic process encompassing the analysis of product display, visual merchandising, assortment and pricing policies, customer service quality, as well as logistics and inventory management. It has been proven that the application of auditing allows for the identification of key issues and shortcomings in product display, staff efficiency, assortment policy, and other aspects of retail operations that may negatively impact sales performance. The key stages of the audit process are presented, including the preparatory stage, data collection, data analysis, and formulation of recommendations. The procedures for evaluating retail outlets are described, particularly checking product displays, compliance with planograms, analyzing the use of POS materials, assessing staff knowledge, and evaluating the quality of their interactions with customers. Various methods of data collection are considered, such as checklists, surveys, photographic documentation, and comparison of collected data with established standards. It has been determined that analyzing audit results not only helps identify deficiencies but also enables the development of effective measures to eliminate them, including staff training, assortment optimization, pricing policy adjustments, and the implementation of new merchandising strategies. It has been established that merchandising audit results serve as a crucial tool for strategic planning, contributing to the enhancement of a company's competitiveness. It has been proven that a systematic approach to auditing enables companies to adapt more quickly to changes in the market environment, increase customer satisfaction, and improve service quality. The significance of auditing for companies’ adaptation to changing consumer behavior and competitive conditions has been outlined, ensuring their stable development. It has been identified that implementing auditing as a continuous practice contributes to improving retail processes, enhancing the efficiency of retail space utilization, and increasing sales volumes.