Retail Census – finding and a complete census of all outlets by type, geography, types of outlets, etc. Outlets Census  is carried out by the interviewers on the basis of “scorched earth” tactics, that is, a consistent study of the street behind the street, yard after yard in search of all outlets without exception.

The census is usually conducted in new territories or regularly in old territories.  DE FACTO Agency conducts a census of all FMCG outlets in Tashkent every 2 years, and every 3 years in major cities of Uzbekistan with a population of 200 000 +.

During the census, a complete database with the name, address and details of the outlets is compiled.

The results of the census allow:

• create a complete database of retail outlets;
• optimally distribute the work of sales representatives;
• to form an effective distribution network;
• find new distributors for your products;
• understand the structure of the retail network
• get an overall picture of the presence of players in the local market
• create a representative panel for retail audit

To facilitate the census, the territory of Tashkent (and/or other cities) is divided into administrative districts and sub-districts. During the census, the interviewers conduct a complete survey of all streets and neighborhoods of the city, registering stationary outlets in the route sheet and filling out a questionnaire for each outlet. In addition, each outlet is indicated on a detailed map of the city, photographed the outer facade.

It is used to enter a new product the market, to organize a new retail network, as well as to optimize the work of sales representatives. The census records most often the basic information about the point of sale:

• Information about the outlet (Name, legal name, address, landmarks, contact phone number);
• Name and position of contact person;
• Channel and type of outlet (Supermarket, restaurant, kiosk, etc.));
• Location (Bazaar, bus stop, main street, secondary street, etc.));
• Size of retail space
• Presence of the terminal;
• Availability of more than 20 types of products;
• Average sales of some products

Of course, this list is far from exhaustive: it can be adjusted in accordance with the customer’s requests. But in any case, the result of the study is the most complete and detailed information about all the outlets in a given area, which will be your serious competitive advantage.

The study can be carried out every three to four months to update the database, replenishing it with opened outlets and removing from it outlets that have left the market. This approach will allow analyzing the data in dynamics and always stay abreast of changes in your market.