Understand Your Easter Performance.By making a smart selection from the wealth of data and insights available to you in DecisionKey®, you can evaluate your performance and keep tabs on competition at Easter and during every key sales period of the year.

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Monthly Data Puts Overall Performance in Perspective

Where Easter Week falls on the calendar varies from year to year.
The date can create strong variations in your monthly results when it’s time to evaluate performance.

Weekly Data Lets You Dig Even Deeper…

Do you want a more refined focus on the period?
If you subscribe to weekly data in DecisionKey, let’s get going!
Because Easter peak sales are concentrated within a limited number of weeks, we recommend combining the three weeks prior to Easter with one week following Easter.
Just select two periods in DecisionKey:
one period for the aggregated four weeks of 2015
and another for 2016, as shown in DecisionKey.

Take It To Another Level With Store-Level Measures in DecisionKey

How can you refine my understanding of brand and item performance over the Easter period?
When store-level measures are part of your subscription, you can enrich the analysis of your Easter performance.
Check distribution to validate the level of implementation in store and the quality of the distribution. (Refer to - % store selling Ever Selling / AIV Distribution Ever Selling.)
Ever selling measures give you a holistic view of the stores selling the toys over the four-week period.
Benchmark Easter items, regardless of their presence in stores, using velocity measures. (€ / Store Ever Selling / Units/Store Ever Selling)
  • 4 Weeks
  • 2016 Easter Item
  • 2015 Easter Item
  •  
  • Units
  • 150 000
  • 127 500
  • 50,000 units…
  • Euros
  • 750 000 €
  • 637 500 €
  • The sell out…
  • % of Stores Ever Selling
  • 65
  • 55
  • The item increa…
  • AIV Distribution Ever Selling
  • 80
  • 67
  • The item increa…
  • €/Store Ever Selling
  • 487
  • 482
  • Velocity almost…
  • Units/Store Ever Selling
  • 97
  • 96
  • An average…
The gain in distribution was not big enough to absorb the increased sell in. Velocity remained the same.

Questions?

Contact your NPD account manager or complete the form here to have us call you to discuss weekly data or store-level measures.

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