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MOBILE RESEARCH
records and other ‘does it make sense?’
checks – were performed in real time. This
enabled double, and even triple, checking of
certain key sets of data at the point of audit. merchandising opportunities.
The mobile research technology
system also continually uploaded the GPS
co-ordinates of the enumerated store,
matching enumerator and store positions
to known co-ordinates as a way of
authenticating each audited store.
This allowed for back-checking of
random blocks, during which a supervisor
revisited the outlets to validate data quality
and coverage completeness. Data gatherers
were also required to take a photo of each
of the stores that they visited. This was
so as to identify the physical location and
enable client users to locate the outlet
when following up for distribution, product
NIGERIA’S RETAIL CENSUS COVERS MORE
THAN 1,9-MILLION OUTLETS NATIONALLY
Nielsen launched the Nigeria
Retail Census Project in July 2014
and completed it in January 2016,
resulting in a total of 1 964 145
stores being enumerated. What
made the scale of the project
possible is that all data collection
was conducted via mobile phones.
At its start, enumerators were
counting 11 000 outlets per week,
but this rose to 55 000 outlets per
week at the peak of the census.
Utilising mobile technology
meant the necessary GPS co-
ordinates and photos were
captured, providing the means to
locate and identify outlets lacking
street addresses or trading names.
This was essential, given that
Nigeria is the largest market in
sub-Saharan Africa and has more
than 170-million people and nearly
two-million retail outlets. This
makes its retail sector difficult
to reach and measure, given
that it is predominantly informal
and consists of more than 95%
traditional trade outlets which are
independently-owned.
18 strategicmarketingafrica Issue 4 2016
assortment, ranging (product, pack
and size to make available in each store,
based on the store profile and area) and
The digital method of research is
also a large time- and money-saver, as
it eliminates the need for manual data
recording on physical systems. In the case
of the Nigerian Retail Census, it not only
put the research tool in an enumerator’s
hand or pocket at all times, it also provided
in-field access for clients – making the retail data. This can be completely overwhelming
universe information easily accessible,
whenever and wherever they needed it.
Another positive is that the use of digital these insights during day-to-day distribution
technology facilitated immediate reporting
to clients. Unlike with previous manual
systems, they did not have to wait 18
months for the completion of the fieldwork
These comprise a combination
of small grocery outlets, kiosks,
table tops and open markets. All
tend to have complex supply chains
and supplier routes to market,
which creates a challenge due to
the country’s evolving state of
infrastructure.
Key challenges experienced
during the census project were
heavy rainfall, political unrest, fuel
scarcity, power cuts and limited
connectivity. The biggest challenge,
though, was finding more stores
in the field than what was initially
anticipated. Original estimates
started at 1,4-million stores, but
the project was completed with
1,9-million outlets.
The final results of the
Nigerian survey will be the most
comprehensive view ever of a single
country’s retail structures, trading
characteristics, categories handled
and trading conditions. The census
also represents a model for other
countries to follow, with Nielsen
now conducting similar projects in
Ghana, Pakistan and South Africa.
and quality-check processes to see the
first sets of data. Instead, the information
was instantly available to them, allowing
for immediate planning and action.
From information
to insight, to action
However, the challenge that comes with
improved data-gathering methods – more
stores in more areas, covered in more detail
– is the generation of exponentially more
unless you utilise digital tools to help make
sense of this mass of information and to
direct the necessary actions flowing from
and sales operations.
A key part of the Nigerian Retail Census
project has therefore been to ensure that
the data gathered is subjected to rigorous
analysis and segmentation. From a retail
point of view, this is invaluable as it allows
manufacturers to optimise distribution
reach and activation in the stores that are PHOTOS: GETTY/GALLO IMAGES, SUPPLIED
most critical for their business success.
In summary
The overall outtake is that bigger and
better data is all well and good, but
the onset of mobile technology means
it’s now possible to utilise it in a far
more focused manner. This will help
manufacturers move from understanding
the retail landscape, to focusing on the
stores critical to their business through
planning, executing and measuring the
outcomes of that strategic approach in
a digitally-enhanced manner.
Ailsa Wingfield
currently serves as
Head of Thought
Leadership for
performance
management
company Nielsen’s
Emerging Markets,
with responsibility for
building strategic
foresight through knowledge creation
and thought leadership development.
She has extensive experience in
Africa, having worked with global
and local brands in multiple countries
across the consumer goods and
telecommunications industries.