Complete Guide to Point of Sale Audits: What It Is, How to Do It, and What to Review in Mexico

POS Audits Are Not a Formality, They're the Foundation of Execution

If you work with promoters, merchandisers, or trade marketing teams, you know that a point of sale audit is not a simple checklist review. It's the only real way to know if your brand:

• is well displayed,
• has correct pricing,
• maintains inventory,
• complies with the planogram,
• and looks as it should.

In Mexico, where each store has its own dynamics, a mediocre audit means:

• invisible out-of-stocks,
• poorly mounted displays,
• lost POP material,
• competition occupying your space,
• and sales that disappear... without anyone noticing.

That's why this blog is a complete, practical guide based on the reality of Mexican retail.

Let's go step by step.

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What is a Point of Sale Audit?

It's a systematic process where a promoter, supervisor, or auditor reviews whether in-store execution matches:

• the planogram,
• brand policies,
• trade strategies,
• and negotiations with the channel.

A well-done audit answers three key questions:

• Is the store executing what was agreed upon?
• What's being done well and what needs to be corrected?
• What evidence do we have to make decisions?

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The Most Common Problems in Mexican Retail Audits

These are real, daily, and happen even to large brands:

1. Disorganized Evidence

Photos on WhatsApp without identification:

Which store are they from? What date? Who took them?

2. Late or Incomplete Reports

The supervisor barely sends "the consolidated report" at the end of the day or week.

3. POP That Never Arrived or Was Never Installed

Without evidence, there's no way to claim to the channel.

4. Promoters Who Report "Yes, Everything's Fine" Without Proof

Extremely common situation in large chains.

5. Planograms That No One Follows

Especially in self-service and pharmacies.

6. Invisible Out-of-Stocks

If they're not detected that same day, real sales are lost.

That's why an audit is not a "checklist" — it's a complete X-ray of the POS.

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Mandatory Elements of an Effective Audit

Here's a list based on trade marketing best practices in Mexico:

1. Display and Planogram

Review:

• Product location
• Facings
• Height by category
• Shelf share
• Consistency with current planogram

One clear photo is worth a thousand words.

2. Prices and Promotions

Validate:

• Correct price on label
• Active offers
• Promotions negotiated with the chain
• Lockers and special materials

3. POP Material

Confirm:

• Is it installed?
• Is it in good condition?
• Is it in the correct place?
• Does it compete with competitor's POP?

4. Inventory and Out-of-Stocks

Detect:

• Stock on floor
• Stock in warehouse
• Products close to expiration
• Shelf gaps
• Causes of out-of-stock

5. Activations and Negotiated Spaces

• End caps
• Islands
• Special displays
• Pallets
• Cross-merchandising

6. Mandatory Photographic Evidence

Each review must include:

• General shelf photo
• Detail by level
• Installed POP
• Current promotions
• Warehouse stock (if applicable)

All with date, time, location, and identified store.

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How to Conduct a POS Audit Step by Step (Realistic Flow)

Step 1: Planning

• Create routes
• Prioritize key stores
• Define checklists
• Assign responsible parties

Step 2: Arrival at Store

The promoter must register:

• Check-in with GPS
• Store identification
• Estimated visit time

This reduces ghost visits.

Step 3: Sales Floor Review

Suggested checklist:

✔ Planogram
✔ Competition
✔ Prices
✔ POP
✔ Inventory
✔ Special displays
✔ Non-negotiated opportunities

Step 4: Photographic Evidence

Clear, organized, and automatically labeled evidence.

Step 5: Immediate Report

The value is in information reaching HQ in real-time, not hours later.

Step 6: Corrective Actions

The audit is useful if decisions are made:

• Restock
• Correct display
• Claim spaces
• Activate missing POP
• Escalate to channel

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Audits Without Technology vs Audits with Modern Software

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How Shopl Improves Point of Sale Audits

1. Check-ins with GPS and Real Validation

Eliminates ghost visits.

2. Automatically Organized Photographic Evidence

Each photo is saved with the store, date, time, and geolocation.

3. Customized Checklists

Planograms, POP, prices, out-of-stocks, etc.

4. Automatic Reports

No Excel. No manual consolidations.

5. History by Store

You can see how execution has evolved.

6. Real-Time Information for HQ

The difference between reacting today... and reacting too late.

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Downloadable Checklist for POP Audit

If you want to implement stronger audits starting this week, you can use our downloadable checklist for POP audits.

Perfect for promoters, supervisors, and agencies.

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Conclusion

A professional point of sale audit is not an "extra" process.

It's the foundation for your brand to:

• sell more,
• execute better,
• detect problems quickly,
• and maintain a competitive presence in stores.

And with modern tools like Shopl, the process becomes easier, faster, and more reliable.

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