It’s not just how much you’re selling; it’s how fast. By capturing store-level data feeds directly from retailers, we’re able to measure velocity, which tells you the rate at which products are selling to measure performance. Want to know if consumers love what you make? Velocity can tell you. What’s the upside potential of winning wider distribution for a particular item? Velocity can tell you. And we can report below a national level, so you can monitor sales, distribution, and velocity by retailer, region, or market.
How It Works
Data collected at the store level shows how products sell in the locations where they are carried. More robust data can help you identify the most productive products in your portfolio and pinpoint the ones that deserve expanded distribution and marketing focus. Velocity is more effective than sales or share for assessing product performance, because it allows you to identify the fastest-turning products, not just those that are the highest selling because they have the best distribution. Store-Level Enabled Retail Tracking allows you to:
- Use point-of-sale data to build sales stories and marketing plans
- Analyze your business below a national level to customize programs to local markets
- Track distribution build of new products and scenario-plan the impact of expanding distribution
- Advise retailers on how to improve category assortment and recommend when one merchandising approach is insufficient.
Why It’s Better
Data processed at the store level enables NPD to offer distribution and velocity measures and analyze by Census regions, Census divisions, and DMAs (based on releasability). These new data assets change the actionablity of the data — allowing you to understand root causes and identify opportunities to grow or course-correct. Better data leads to better insights and decision-making in general merchandise categories.
To learn how we calculate velocity and how it can help you, read our complete guide to using the velocity metric to sell high-performing products.
Related Case Studies
Store-Level Enabled Retail Tracking: How an Office Supplies Manufacturer Improved Its Pencil Assortment With Account-Level Reporting
An office supplies manufacturer wanted to sell more pencils, a category which recently had been making a comeback. With adult coloring and creative expression fueling U.S. office and school supplies sales, it was a great time to be in the pencil business. But the manufacturer faced a conundrum: it had a low share in its category and was losing volume by double digits. And this made it difficult to win more shelf space from its retailers.
Consumers in different markets have different preferences. While that may seem obvious, knowing what will sell best market by market isn’t always apparent. A retailer recently turned to us for help in its effort to ramp up sales in the fan category. With a number of options to choose from, our client needed to know how to merchandise and promote stand fans, box fans, and tower fans—in each market.
One of our clients, a highly successful consumer technology manufacturer, recently launched a new product, which almost immediately garnered brisk sales and a leading position in the market. To ensure continued strong in-store sales, the client’s marketing team wanted to answer one key question: How much does online advertising affect offline sales?
Store-Level Enabled Retail Tracking: How a Headphone Manufacturer Grew Sales by Expanding Distribution
Recently, a consumer electronics manufacturer approached us in its effort to grow its headphone business. It needed a retailer to carry its latest headphone model, but there was just one problem: the item’s overall sales and market share were lower than that of competing brands. Even so, our client knew it had a winner. This client asked us, “How can we convince the retailer to carry our headphones in its stores?”
Store-Level Enabled Retail Tracking: How a Beverageware Maker Found the Most Productive Products To Optimize its Portfolio
Which items in my portfolio deserve more attention and investment next year? It’s a question asked time and again by businesses of all sizes, across all industries. Recently a leading manufacturer of beverageware wanted to know which of its glassware products were most likely to drive growth, and which merited expanded distribution and marketing/promotional dollars
While HP, Inc. has a strong track record of measuring marketing campaigns using existing modeling and analytics, they wanted to run a market test to quantify ROI on these campaigns and project returns on future campaigns at a national level.
Store-Level Enabled Retail Tracking: How BodyGuardz Proved its Growth Potential and Won More Distribution
With shelf space in a large wireless retailer and strong direct-to-consumer sales results, BodyGuardz set its sights on increasing in-store distribution to reach additional consumers and continue to grow brand awareness. To prepare for discussions with retailers, the company wanted a more in-depth view of the competitive cell phone accessories category and partnered with us to make its case.