All Channel Formats
We cover modern trade, traditional trade, speciality channels, e-commerce, and B2B — the full Polish distribution landscape.
Research Solutions
Distribution Channel Research in Poland
Map, audit, and optimise your distribution channels across Poland’s retail and B2B landscape
The Route-to-Market Challenge
A great product in the wrong channel is invisible. Distribution channel research maps how your product moves from production to purchase — and identifies where that journey breaks down: stores that don’t stock you, categories where you’re misplaced, regions where your competitors dominate shelf space, and trade partners whose margins eat your profitability.
What We Analyse
What we analyse. Channel structure and coverage (which retail formats, e-commerce platforms, and B2B intermediaries carry your category?), numeric and weighted distribution (what percentage of outlets stock your product vs. competitors?), shelf positioning and share of shelf (how visible is your product at point of sale?), pricing architecture across channels (how does your price vary by format?), and trade partner perception (how do distributors and retailers view your brand vs. competitors?).
Multi-Method Channel Intelligence
Multi-method channel intelligence. We combine mystery shopping audits (in-store availability, pricing, shelf position), expert interviews with distributors and trade buyers, desk research on market structure and channel dynamics, and consumer shop-along research to understand how shoppers navigate channels and make purchase decisions.
Poland’s Distribution Landscape
Poland’s distribution landscape. Poland’s retail market is uniquely complex: modern trade (Biedronka, Lidl, Kaufland, Auchan, Carrefour), traditional trade (200,000+ independent stores), speciality channels (pharmacies, drugstores, DIY, pet shops), e-commerce (Allegro, Amazon.pl, brand D2C), and B2B channels (wholesale, HORECA, industrial distribution). Our channel research covers all formats across 16 voivodeships.
From Audit Data to Channel Strategy
From data to channel strategy. Our deliverable is not a shelf audit report — it’s a channel strategy recommendation: which formats to prioritise, where to invest in distribution expansion, how to optimise trade spend, and where competitors are vulnerable.
Market in Numbers
200K+
independent stores in Poland’s traditional trade
16
voivodeships covered
Multi-method
audits + interviews + desk research
All formats
modern, traditional, e-commerce, B2B
Sources: GUS, Nielsen Retail, Fieldstat
Distribution Research Methods
| Method | What It Reveals | Coverage | Best For |
|---|---|---|---|
Store audit (mystery shopping) |
Availability, pricing, shelf position |
Retail locations |
Numeric distribution, shelf share |
Trade expert interviews |
Distributor perceptions, margin dynamics |
Trade partners |
Channel relationships, trade strategy |
Consumer shop-along |
Channel choice drivers, purchase decisions |
Shoppers |
Channel strategy, shopper marketing |
Desk research |
Market structure, channel shares, trends |
Published data |
Market sizing, channel mapping |
E-commerce monitoring |
Online availability, pricing, reviews |
Digital channels |
E-commerce strategy, pricing parity |
Sample Research Questions
Which sales channels generate the largest volume in our category?
How is the share of e-commerce vs. brick-and-mortar sales changing?
What are consumer shopping preferences in our segment?
Is it worth expanding distribution to new store formats?
What does the numeric and weighted distribution of our products look like?
Why Fieldstat?
Field Network
Our mystery shopping and audit teams operate across all 16 voivodeships — urban and rural, national chains and independent stores.
Trade Intelligence
We interview distributors, category managers, and trade buyers to understand channel dynamics from the inside.
Strategy Output
We deliver channel strategy recommendations — not just audit data.
Benefits
- Comprehensive channel mapping across Polish retail and B2B
- Numeric and weighted distribution measurement
- Shelf audit: position, share of shelf, competitor presence
- Cross-channel pricing analysis and parity checks
- Trade partner perception and relationship assessment
- E-commerce availability and pricing monitoring
- Competitor distribution strategy analysis
Applications
Route-to-market strategy and optimisation
Distribution expansion planning
Shelf and category management analysis
Cross-channel pricing harmonisation
Trade marketing effectiveness measurement
E-commerce channel strategy
Implementation Process
1
Channel Scope
We define the channels, formats, and geographies to cover. We align on key metrics and competitive benchmarks.
2
Store Audits
Our field teams audit availability, pricing, and shelf positioning across target retail formats.
3
Trade Interviews
We interview distributors, category managers, and trade partners to capture channel dynamics and perceptions.
4
Channel Mapping
We build a comprehensive channel map with distribution metrics, competitive positioning, and pricing architecture.
5
Strategy Report
You receive a channel strategy recommendation with prioritised distribution actions and trade investment guidance.
Frequently Asked Questions
How many stores do you audit?
Depends on scope: 50–200 locations for focused studies, 500+ for comprehensive national distribution audits.
How much does distribution research cost?
Focused channel audits from PLN 15,000. Comprehensive distribution studies from PLN 35,000. Ongoing monitoring programmes from PLN 8,000/quarter.
Do you cover e-commerce channels?
Yes. We monitor product availability, pricing, reviews, and competitive presence on Allegro, Amazon.pl, brand websites, and speciality e-commerce platforms.
Can you audit competitor distribution?
Yes. Our mystery shopping teams assess competitor availability, pricing, and shelf positioning on the same visit as your own audit.
What does distribution channel research include?
Channel audit (availability, visibility, pricing), retailer/distributor interviews, shopper behaviour at point of sale, e-commerce channel analysis, and channel profitability modelling.
Can you audit both offline and online channels?
Yes. We cover traditional retail, modern trade, e-commerce platforms, direct-to-consumer, and wholesale channels across Poland.
How do you collect in-store data?
Through mystery shopping, shelf audits (photo documentation + structured checklists), and shopper intercepts at the point of purchase.
Industry Sources & Standards
External sources and industry organizations related to this research method:
Related Sectors
This solution is most frequently applied in the following industries: