The program scaled into a long-term, nationwide audit operation with measurable coverage:
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GSK needed a trusted partner to strengthen brand image and improve customer conversion in the OTC pharmacy channel. The priority was to retain a skilled retail auditing force that could educate pharmacies on display habits, build strong day-to-day relationships, and generate actionable in-store feedback.
In parallel, GSK required tight collaboration with sales teams and distributors to address out-of-stock (OOS) issues quickly and consistently. The challenge was scaling reliable retail audit execution while keeping visibility, availability, and reporting standards consistent nationwide.
CPM proposed a 2-month pilot across 200 outlets to demonstrate the value of an outsourced GT retail audit model for GSK, supported by two layers:
Dedicated auditors: visit each outlet 1–2 times/month to check product availability, OOS status, and POSM/display conditions.
Market insights & action: collect feedback promptly and coordinate daily with sales/distributors for stock management and sales push.
Relationship & visibility: build retailer partnerships to secure space share and improve execution.
Back-office validation: CPM data team verified data/photos before reporting to GSK.
The program scaled into a long-term, nationwide audit operation with measurable coverage:
