One of the geographies available from IRI, it stands for “Food-Drug-Mass excluding Walmart” (and is now known as “AOC” in Nielsen). It includes the following channels: Food/Grocery, Drug, Mass Merchandisers excluding Walmart. See also AOC.
FDMx
Feature
Retail merchandising condition executed by retailers and measured by going through newspapers and flyers. A Feature is a printed ad vehicle distributed by the retailer usually weekly, via newspapers, direct mail or in-store. Most commonly used is Feature without Display. Any Feature (with or without a Display) and Feature only (without a price cut) are […]
Incremental Sales
Key measure of what you received for trade dollars spent. Extra amount that was sold because there was merchandising. Drivers of incremental volume are the quantity and quality of merchandising support. Note that not all promoted volume is incremental – see Merchandising Efficiency. Derived as (Total Sales – Base Sales). Reference articles: Incremental Volume Unveiled, […]
Lift
% 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. […]