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Hey ,Are you growing in retail but losing a grasp on what's happening with your business?Here are 4 Key Performance Indicators that you should track as a brand:1) Sales Velocity (Units and Dollars)2) Total # of Doors and Opportunity Size3) Time to Spoilage4) Distributor Chargebacks as a % of SalesNow, tracking these metrics are incredibly tough for emerging brands.If you need help, I recommend Crisp, a comprehensive sales dashboard to see all your retail, distributor, and online sales in one place. It's built for emerging brands and used by companies including Mid-Day Squares. The Foodbevy community gets reduced pricing and a free 60-day trial.

Let's break down each of the metrics and how you can track them on a consistent basis

  1) SALES VELOCITY

• Units per store per week

• Dollars per store per week

In the below images, we break down an example for an energy drink company. They have an average 59 units per store per week velocity at Wegmans, which equates to $238. 

We can also measure how velocity is changing over time and tie that to seasonal changes or in-store promotions to measure lift. We can also identify products that are decreasing in velocity, which might indicate a strong initial trial but poor repeat purchase rate.

Let's now break things down on a city level. Let's look at our top and bottom performing cities by velocity. If we want, we can also look at how individual stores or individual products are doing.

From the data we can see that our best performing stores are selling 10x the amount of product as our least performing, which is a huge gap. We can now work with our marketing team to push demo's and promotions in those lower performing stores to fill the gap.

  2) TOTAL # OF DOORS AND OPPORTUNITY SIZE 

We can also use the data to identify which retailers have low store penetration and use sales data to pitch for additional distribution within a chain. In this example, we're only in 989 of the 2,592 Kroger stores. We can then leverage sales velocity and performance data to pitch Kroger that we should launch in its additional 1,603 stores.

  3) TIME TO SPOILAGE  

Once you send inventory to a distributor, it's hard to know how they're handling it. In this screenshot, we can see that Energy Drink - Watermelon has 14,262 units expiring in 30 days or less, which should prompt you to immediately work with the distributor to move that product or prevent it from happening again.

  4) CHARGEBACKS AS % OF SALES

Running TeaSquares, kept receiving chargebacks from KeHE on each invoice, but didn't pay too much attention, as it's part of the distributor game. It wasn't until I finally added them all up that I realized

KeHE charged back 30% of all the products we sold them due to spoilage at one retailer.

I could've saved myself over $10,000 if the data was only simpler to see.

That's why I love Crisp's Chargeback reports so you get a clear understanding of what chargebacks you're getting, for what reason, and from which retailers.

  100 Ways to Use Crisp

There are hundreds of ways to use Crisp for your brand across sales, marketing, and operations. Not only is the data "cool to see", but it's actionable so you can make more money and save on cost.

I recommend every brand use it once they get into distribution with KeHE or UNFI. 

That's why I negotiated a 60-day free trial and monthly discount on their service for you. Just reach out for an introduction and you can learn more.

At the very least, try it for 60-days and see how it can help your business.

Jordan Buckner