Measures the breadth of merchandising support. Can be used with any of the Merchandising Conditions (Price Reduction Only, Feature Only, Display Only, or Feature & Display). Same measure as % ACV Promo.
Reference articles: The Beginner’s Guide to Trade Merchandising Measurement, All About ACV
Hi
Can you guide me to some articles for more in depth knowledge of Merchandising conditions.
Hi
Can you guide me to some articles for more in depth knowledge on Merchandising conditions.
Hi there,
We have a number of articles on our blog, the most basic of which is:
Beginner’s Guide to Trade Merchandising Measurement
I also recommend the blog posts from TABS Analytics, a consulting organization that does a lot of work with trade promotions. Here is a link to to their articles on this topic.
TABS Analytics trade promotion articles
I can’t wrap my head around some of these terms when faced with the numbers.
For example, I have Product A that for the week of Dec 11, 2016 shows:
% ACV Feature Only = 100%
% ACV Display Only = 98.9%
% ACV Feat & Disp = 85.7%
Now, considering I’m looking at a specific retailer, it doesn’t surprise me that 100% of the ACV is Feature Only…circulars are chainwide, I’m also not surprised that 85.7% of the ACV had a Feature & Display…not bad display activity if you ask me.
The confusing part to me is the ‘Display Only’ ACV. Display Only, to me and based on what I can find in definitions, is a display in the absence of Features or other merchandising. So if we know the retailer featured the product 100%, why is my Display Only not 0%? Where is this 98% of stores that displayed the product but did not feature the item?
Obviously, I’m missing something!!
In theory, those 3 merchandising tactics (plus TPR only) should be mutually exclusive. But…that only happens when you are looking at one SKU in one chain for one week. Are you looking at a total brand aggregate and longer time period than 1 week? It’s not uncommon for %ACV Any Feature (not Feature only) to be 100% if a circular is chainwide. I don’t know if I’ve ever seen %ACV Display only as high as you mention below, unless you’re looking at the whole brand over a 52-week period and virtually every store in the chain had some item in the brand on display at some point during the year. Hope that helps!
Robin, thanks for your reply and insight! I am looking at one, individual week. My “Product A” is actually an aggregate. Assume “Canned Soup – Brand X” is the product. So virtually dozens of UPCs in that aggregate. I still cannot fathom how the Display Only ACV is that high, when the chain featured the items.
Does the aggregate “Canned Soup – Brand X” include UPCs of different sizes? It is possible that the Feature was for items of a certain size but then other items (not included in the Feature) where on Display. It helps that you are looking at a single week. Display only of 98.9% means that 98.9% of the ACV had at least one item that was on Display that was not in the Feature. Try doing a data pull that has all the UPCs in the aggregate down the side and the 4 mutually exclusive merchandising tactics across the top and this may be more evident. Please use the Contact Us form if you want to discuss further.
That response is genius! I totally see how that could happen. Thanks so much Robin!
You’re welcome!
Hello,
i see ACV% Display for a month to be 95.7%? Does this mean that during that month at least one SKU of the brand mentioned in at least one day was covering 95% of the ACV? Or does it need to be at least one SKU during all days of the month?
Thanks a lot for the help.
%ACV Display of 96% for a one-month period for a brand means that the brand had at least one SKU of that brand on display at some point (so for at least one day) during the month in 96% of the ACV. The %ACV measure does not account for how many days had display.
I have ACV any promo , ACV Feature , ACV Display , ACV Feature and Display. would it be correct if I derive ACV TPR using below formula :
ACV TPR = ACV ANY PROMO – SUM ( ACV Feature , ACV Display , ACV Feature and Display.)
Assuming the ACV Feature and ACV Display measure are ACV Feature Only and ACV Display Only, that calculation should indeed give you ACV TPR Only.