Are you a retailer looking to maximize the impact of your sales strategies? Excellent initiative!
To achieve this, tracking the right KPIs is essential.
In this article, discover the 5 must-have KPIs for any salesperson operating in this dynamic sector.
Ready to boost your performance? Let's go !
Numerical detention is the ratio between the number of products present on the shelf and the number expected according to the mandatory assortment. This is the most significant indicator in supermarkets, as it enables you to assess the presence of your products - and therefore your brand - on the shelf.
A low digital holding means that your products are missing out, and therefore cannot be purchased.
Formula: Numerical hold = (Number of references on shelf / Number of references in the assortment) x 100
For a complete analysis, we recommend analyzing your holdings by product, category, brand, brand name...
If you'd like to learn more about digital detention, its analysis and what you can learn from it, I invite you to read our full article: digital detention in supermarkets - calculation, analysis and challenges.
Digital distribution represents the number of stores actively selling your products. In other words, it measures the presence of your products in points of sale in relation to a targeted sample.
A crucial KPI for assessing your market coverage, since it indicates the availability of your products on the market.
A high index means an extensive network, and therefore more sales opportunities.
Formula: Digital Distribution (%) = (Number of points of sale with the product / Total points of sale in the category) x 100
As with digital detention, we advise you to refine your analyses by breaking down this KPI by different key dimensions: product, brand, category...
Digital distribution is often linked to value distribution. To understand it all in less than 5 minutes, please read our article on DN and DV.
When we talk about "coverage", we're referring to your brand's coverage rate. This is the number of surveys carried out over a period, divided by the number of stores visited. It's the index of the reliability of your visits: it indicates the effectiveness and regularity of your area managers' visits in the field.
A high level of coverage testifies to a well-honed visit strategy and a good understanding of the market.
Formula: Coverage rate = (Number of readings / Number of visits) x 100
The breakage rate indicates how often your products are missing from the shelves.
Formula: Breakage rate = (Breakage periods / Total periods) x 100
A high out-of-stock rate means that your products are often out of stock. This is a warning sign: either demand is underestimated, or the supply chain is failing.
Good management of this KPI ensures that your products are always available to consumers.
Breakage rate analysis can be specific. Generally, it is studied for promotions. If the rate is low, this suggests good planning of the promotion, and knowledge of the customer base. It may even suggest good collaboration between the store or chain hosting the promotion, and the brand.
To find out the number of facing displays, count the number of products on the shelf facing the customer. It reflects the amount of shelf space your products occupy. The more facings you have, the more visible and accessible your products are to consumers. It's a key indicator for measuring the visual impact of your products in-store. Shelf space is linked to facing. It designates the proportion of space occupied by a specific product or brand on the shelves of a department in a sales outlet (= number of facings).
In other words, shelf-space share measures the space dedicated to your products in relation to the total space available for a given product category. This is an important indicator, as it has a direct impact on the visibility and accessibility of products to customers. The greater a product's shelf space, the more likely it is to be seen and chosen by consumers.
Formula: Share of shelf space (%) = (Length of shelf space for your products / Total length of shelf space in the category) x 100
This indicator is crucial for brands, as it influences sales performance. A high share of shelf space can indicate a strong market presence and a better chance of attracting buyers' attention.
If you'd like to track your sales performance in retail, but don't know where to start: follow these 5 kpis. They enable you to accurately assess your in-store presence, optimize your supply chain, and adjust your strategies in real time. Best of all, they're all divisible and adaptable to your analyses. They can be calculated by product, by salesperson, by brand, by department, by store, by geographical area, by brand...
Remember, detailed and regular analysis is the key to success. So, are you ready to turn this data into winning actions? Good luck!
