Distribution is surely the most important of all KPIs.
It allows knowing if and where a product is present in store and one thing is certain: if the product is not on the shelves, it will not sell! The distribution of its ranges has therefore to be the first concern of all manufacturers.
There are two complementary concepts in terms of distribution: “Numeric Distribution“, or ND, and “Weighted Distribution“, or VD.
Numeric Distribution (ND) is the number of outlets in which a product or reference is available, all of which being considered equal in importance. This figure in relation to the total number of points of sale in the universe studied makes it possible to obtain the numeric distribution in percentage.
Weighted Distribution (WD) is the percentage of stores in which a product is available, giving each a weight proportional to their sales, usually of the category considered. The weight as a percentage of WD of a large store will thus be greater than the weight in percentage of a smaller store.