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What are the best sellers in my market?
How can I ensure my store has the products local consumers want?
Case:
Auto Retailer wanted to identify the top-selling air fresheners in Cleveland.
Findings:
Store level information for Cleveland showed Auto Retailer was not offering three of the most popular air freshener scents in the Cleveland market.
Action:
Auto Retailer added Good-Smells New Car, Good-Smells Jasmine, and Fresher Air Island Colada to its product mix. By adding these three air fresheners, Auto Retailer expects to gain an additional $2,319 in incremental sales per store in the Cleveland market.
Dollar Volume Auto Retailer’s Stores vs. Competitors’ Stores; Air Fresheners
Cleveland-Akron, OH/KY; January - December 2007
| Item Description |
Rank |
Your Store
$ Volume
|
Competitor Stores
$ Volume |
Your Store Dollars per Store Selling |
Competitor Stores Dollars per
Store Selling |
| Total |
|
$136,303 |
$2,569,798 |
$4,433 |
$9,189 |
| Good-Smells MIRROR NEW CAR 6PK |
1 |
n/a |
$96,879 |
n/a |
$1,150 |
| Good-Smells MIRROR JASMINE 3PK |
2 |
n/a |
$81,186 |
n/a |
$675 |
| Fresher Air VENT ISLAND COLADA |
3 |
n/a |
$46,168 |
n/a |
$494 |
| Ventair HONEYDEW 1PK |
4 |
$4,962 |
$41,936 |
$156 |
$406 |
| Good-Smells MIRROR COCONUT 3PK |
5 |
$4,428 |
$34,827 |
$305 |
$426 |
How does my pricing compare to other retailers’ in each market?
Case:
Auto Retailer wants to know how its motor oil pricing compares to competitors’ pricing in Nashville.
Findings:
The information shows Auto Retailer is priced higher than its competition in Nashville, especially in synthetic blend oil, which is priced $0.82 (28 percent) higher per quart than at the competition.
Action:
Auto Retailer lowered its price to be more comparable to other retailers, leading to an increase in unit sales with a balanced impact to overall revenues.
Auto Retailer Pricing vs. Competitor Pricing; Motor Oil
Nashville, TN; October - December 2007
| Segment |
Your Store
Avg. Price per Quart
|
Competitor Stores
Avg. Price per Quart |
Index vs. Competitor Stores |
| Motor Oil |
$2.96 |
$2.61 |
113 |
| PCMO |
$3.02 |
$2.64 |
114 |
| PCMO - Conventional |
$2.22 |
$2.19 |
101 |
| PCMO - Synthetic Blend |
$3.58 |
$2.76 |
130 |
| PCMO - Full Synthetic |
$6.10 |
$5.37 |
114 |
When is the best time to promote my products?
Do seasons influence my products’ sales?
Case:
Grease and Lube Co. annually promotes its products with a national campaign in September. The company would like to know if this is the best time of the year to promote grease and lube products in all markets.
Findings:
Sales for the grease and lube category peak in September across the total U.S. However, when comparing selling seasons by market, all five markets in this example peak well before September, especially Raleigh-Durham. March is the top-selling month there.
Action:
Grease and Lube Co. promoted the category in the strongest months for each market, resulting in higher overall sales for the category.
Monthly Dollar Sales Index; Greases and Lubes
Key DMAs vs. Total U.S.; 2007; Monthly Trend
|
Monthly Dollar Sales Index |
| |
JAN |
FEB |
MAR |
APR |
MAY |
JUN |
JUL |
AUG |
SEP |
OCT |
NOV |
DEC |
| Total U.S. |
76 |
83 |
101 |
108 |
111 |
112 |
111 |
111 |
112 |
105 |
91 |
79 |
| Kansas City |
68 |
72 |
105 |
111 |
114 |
127 |
120 |
109 |
114 |
103 |
92 |
65 |
| Minneapolis |
53 |
54 |
75 |
130 |
126 |
128 |
118 |
109 |
118 |
120 |
96 |
73 |
| New York |
70 |
70 |
90 |
108 |
115 |
115 |
117 |
115 |
116 |
109 |
94 |
81 |
| Raleigh |
80 |
89 |
111 |
104 |
110 |
106 |
108 |
109 |
110 |
101 |
88 |
84 |
| Washington, DC |
76 |
77 |
102 |
108 |
115 |
115 |
112 |
112 |
112 |
103 |
89 |
80 |
For more information, please contact Charles Camaroto at 866-444-1411 (contactnpd@npd.com).
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