What is it?
While it may conjure images of trucks, warehouses, and pallets of products, in the syndicated data world, distribution refers to two major related concepts – scanning in stores and scanning of items. The major distribution metrics are:
- Maximum % ACV
- Average % ACV
- Total Distribution Points
- Average Items Selling
Why is it important?
Brands use distribution metrics to monitor their product availability at a high level and also to find gaps and opportunities.
What are some examples?
Brands that monitor distribution metrics could figure out some important things – for example, if a retailer promised to roll out a brand’s items in all their stores, the brand’s Maximum ACV numbers will probably be in the high nineties. If the number is lower than expected, that can be a warning sign to dig into store-level data and see if there are certain gaps with either products on the shelf or specific stores not receiving the product.