The FIRST and ONLY retail audit in IRAQ
RETAIL AUDIT
In 2011, IIACSS made a strategic decision to expand its portfolio of services by introducing a syndicated retail index to the Iraqi market. This index tracks the flow of FMCG from retail to consumer, marking the first and only retail measurement of its kind in Iraq. Its goal is to provide clients with a comprehensive understanding of the Iraq retail market and consumer behavior, enabling informed decisions that drive profitable growth.
Our dedicated and expert team combines IIACSS’s strong local presence and expertise with a group of research professionals who have extensive backgrounds in retail measurement services.
Our vision is to become the most trusted source of Retail Audit data in Iraq and other challenging markets. We aim to meet the critical needs of multinational entities operating or launching in these regions. These entities require market data to successfully launch, monitor, and enhance their operations, which are reliant on outsourced services.
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Major cities
Years of experience
%
Of Urban Population
The FIRST & ONLY
The foundation of any accurate scientific and retail audit lies in an authentic sample universe. Given the lack of official and reliable data on retail outlets and FMCG in Iraq, IIACSS undertook the ambitious task of conducting the first and most extensive retail outlet census in the country. Starting in 2011, the IIACSS team completed its inaugural comprehensive census for FMCG outlets, covering 150,000 outlets across Iraq’s eight main governorates. This census was expanded in 2017 to include over 350,000 outlets.
In 2017, IIACSS broadened its efforts to include a census on durable goods, surveying more than 10,000 outlets. In 2020, they conducted a census for telecommunication and electronic outlets in major cities, covering over 5,000 outlets.
To ensure the highest quality of reports and to keep pace with the rapid changes in the Iraqi market, IIACSS undertook a full second census in 2023/2024. This effort guarantees that our internal database remains accurate and up-to-date, providing our experts with the infrastructure required to create representative samples and employ the best methodologies.
our Coverage
The Retail Audit, a tool historically employed by leading FMCG manufacturers worldwide, has been instrumental in making better and less risky business decisions. In Iraq, this need is addressed through the provision of Retail Audit data on a subscribed, monthly basis. Each area within Iraq is allocated a number of stores sufficient to achieve a standard error of 10% for individual areas and 5% for the total country. The panel is monitored continuously for outlying behavior and good cooperation, with an attrition rate of 4% per quarter.
These cities include Baghdad with 260 outlets, Basrah with 176 outlets, Erbil with 133 outlets, Sulaimanyah with 119 outlets, Duhuk with 101 outlets, Kerbala with 136 outlets, Najaf with 108 outlets, and Hilla with 96 outlets. The reported channels encompass modern trade with a panel of 271 stores (supermarkets, mini marts, and large groceries) and traditional trade with a panel of 599 stores (medium and small groceries), as well as kiosks with a panel of 105 and telecom outlets with a panel of 154. This comprehensive approach ensures accurate and reliable data collection, which is crucial for optimizing business strategies and enhancing overall performance in the retail sector of Iraq.
QC Procedures
Employing rigorous quality control measures to ensure data reliability. Using GPS-enabled Handheld Terminals (HHTs), they record data at the barcode level, significantly enhancing data collection. The GPS functionality of these devices validates the date, time, and duration of each visit, while the use of barcodes helps eliminate duplicate entries. Custom inbuilt validations allow immediate data checks during store visits, and frequent access to data enables ongoing quality control checks even while fieldwork is still in progress.
In a further layer of scrutiny, quality assurance officers conduct additional back-checks all stores visited. These checks focus on auditors demonstrating abnormal behavior and ensure comprehensive scrutiny across various regions. This combination of advanced technology, systematic personal checks, and independent audits ensures that the company maintains the highest standards of data accuracy and reliability..
Scope of Work
Offering insights into the economic landscape and consumer behaviors. Our methodology meticulously gathers data using GPS-enabled Handheld Terminals (HHTs). Auditors visit each store monthly, meticulously recording stocks, purchases, and prices for every SKU present. These visits are timed to occur on the same day each month, or as closely as holidays permit, to maintain consistent intervals between audits. Whenever possible, copies of invoices are obtained to verify purchases, while stock levels are recorded through direct observation. This comprehensive approach ensures accurate and reliable data collection, providing invaluable insights into the retail environment. The insights gained from this data help companies make informed decisions to optimize their operations and enhance overall performance.
Deep Analytics
Deep Analytics allows retail audit companies to monitor and analyze data at the individual outlet level, providing valuable market insights. Six pre-defined dashboards are regularly updated, with the option to add more upon request. This system facilitates early identification of challenges and opportunities, speeding up decision-making. Key features include Brand Switching, which evaluates store-level activity to determine changes in brand market share and competitor plans. Share Clusters offer an overview of brand/SKU share across stores, highlighting early signs of market shifts. Sales Trends track whether brand/SKU sales shares in common stores are increasing, decreasing, or stable. The Out of Stock feature assesses the proportion of stores where a brand/SKU is out of stock, informing distribution efficiency. Ranking Sales identifies stores where a brand/SKU holds the top three sales positions, and Price Points analyze sales at different price levels, aiding in refining pricing policies.
This deep analytics approach provides retailers with actionable insights to optimize strategies and enhance overall performance.