% increase in sales (in $ or volume) obtained due to retailer merchandising. Calculated as (Incremental/Base) x 100. This is a good article to start understanding promotion metrics and lift in syndicated data. We have lots of other articles on this topic! Check the tags and categories for more.
Market Share
Key measure of performance vs. the competition. How much category or segment sales are captured. Calculated as (Brand Sales / Category Sales). Can also have different things in the numerator (flavors, sizes, health breaks, etc.) or the denominator (segment, etc.).
Merchandising Condition
There are 4 commonly used merchandising conditions that manufacturers generally pay retailers to execute in order to sell more product. Most analyses look at 4 mutually exclusive merchandising conditions: Feature without Display, Display without Feature, Feature & Display (F&D), and Temporary Price Reduction Only (TPR or TPR Only). We have many posts related to Merchandising. […]
Merchandising Efficiency
Measures the effectiveness of your merchandising. This measure tells you the % of promoted volume that you would not have sold if there was no promotion. Calculated as incremental volume/promoted volume. Higher is better. For example, if your efficiency is 10%, this means 90% of the volume you sold during the promotion would have […]
MULO
One of the geographies available from IRI, it stands for “Multi Outlet” and is usually pronounced “moo-loh.” It includes the following channels: Food/Grocery, Drug, Mass Merchandisers, Walmart, Club Stores (BJs and Sam’s), Dollar Stores (Dollar General, Family Dollar, Fred’s Dollar), Military DECA (commissaries). Also see MULO C and xAOC. Reference article: Multi-Channel Markets
MULO C
One of the geographies available from IRI, it stands for “Multi Outlet with Convenience Stores” and is usually pronounced “moo-loh see.” It includes the following channels: Food/Grocery, Drug, Mass Merchandisers, Walmart, Club Stores (BJs and Sam’s), Dollar Stores (Dollar General, Family Dollar, Fred’s Dollar), Military DECA (commissaries) and Convenience Stores (often called C-Stores). Use this […]