Measuring Out-of-Stock (OOS) incidents, Planogram compliance, and promotional execution across traditional grocers (Hanouts) and modern hypermarkets.
A multinational consumer goods distributor faced significant stock-out discrepancies and price divergence across Morocco's fragmented retail landscape, where traditional corner stores (Hanouts) account for over 75% of grocery sales volume.
MField MEA mobilized 30 retail auditors equipped with handheld mobile inventory capture tools. Teams conducted rapid point-of-sale audits across modern trade (Marjane, Carrefour, Acima) and structured geographic sampling clusters of traditional neighborhood grocers.
Identified that Out-of-Stock rates reached 18.6% in secondary cities due to wholesale van replenishment delays.
Enabled the client to reconfigure their direct-store-delivery (DSD) route frequencies, reducing OOS rates to under 4.2%.
Recovered an estimated €1.8M in lost sales opportunities over the subsequent fiscal quarter.
“Understanding the traditional Moroccan grocery channel requires feet on the ground in every neighborhood. MField's retail audit gave us instant visibility into our true shelf presence.”