What is sell in?
The sell in is the figure of sales or units sold of a brand or reference by a manufacturer or a wholesaler to a distributor or point of sale.
This concept is associated with “deliveries” over a period that can be made centrally (to the distributor’s logistics platforms) or directly to the point of sale. This later model of direct delivery to the point of sale began to disappear at the end of the 90s in favor of a centralization of deliveries.
The centralization of the sell in allowed significant cost savings and an improvement in efficiency for the logistics chain at the cost of a loss of visibility of sales by point of sale for manufacturers.
Some of today them maintain this model of direct delivery to store such as Danone or the Bimbo group in some countries.
To recover the visibility of the sale at the point-of-sale level, manufacturers can count for example on sell out data per store provided by distributors.