Basically to give a rough idea (and take this with a grain of salt because I'm not involved with #s collection) there is a statistical model for how a consumer behaves in a given area in terms of the purchases they make. Part of that model is historical data which gives a general idea of the buying habits of the area as well as raw data from retailers.
Using that simplified concept, there are three main reasons for an adjustment:
1) New data causes adjustments to the model: This type of change varies quite a bit depending on whether the model change is due to a new trend or a misunderstanding of an older trend. If it is an adjustment to the existing model rather than a new model due to market changes then numbers going back to the approximate date are changed, you can also use a transitional model here if the transition was prolonged or uneven to properly account for the intermediate period between the old and new model.
2) Retailer data conflicts with verifiable external sources: Model is examined to see if a change is needed as described in point #1. Cause ranges from a bad sample, consumer behavioral shifts, and/or occasionally just a week that is an outlier.
3) Quarterly Report #s are at odds with VGC #s: Very similar to #2 only the model is much more likely to be the culprit in this scenario.