Transforming your syndicated data into business insight
Best measure to use for the “regular” price a shopper pays when a product is not on sale. This is derived from Base $ / Base Units (or / Base Volume), so includes all stores every week whether or not the product is on sale. Because Base Price includes all stores, it is usually a […]
Base Weighted Weeks is a measure of the amount of trade promotion support received. It is a lot like Cume Weighted Weeks (CWW) but takes into account the importance of individual stores to sales of the specific product. Read this article for more detail on BWW.
“Cume” is short for Cumulative. This is the most comprehensive merchandising measure, taking into account both the reach and frequency of merchandising support. It should always be stated relative to the length of the period you are talking about: “Brand X got 14.2 CWW of Feature in the most recent 52 weeks” or “Category Y got […]
In-store merchandising condition executed by retailers and measured using a sample of audited stores. A Display is a temporary secondary location in the store different from the regular shelf location, usually an endcap or in-aisle display. After 7 weeks, a secondary location is no longer considered temporary. Most commonly used is Display without Feature. Any […]
Measures how much display activity took place during weeks when there was also a feature. You want as much display as possible to happen when features are also happening, as the impact of the 2 tactics together is always higher than when display happens alone, assuming the same price point. Calculated as (weeks of 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 […]
