Business Intelligence and FMCG Glossary: #sellindata
Sell in data
What is sell in data?
Sell-In data are the most traditional measure of sales sourced from direct deliveries to the retailers’ distribution platform or directly to the stores. The availability of sell-in data per store has been greatly reduced with the development of retailers’ logistic platforms, thus depriving manufacturers of a fundamental indicator.
They are nevertheless an excellent complement to sell out data since they allow to calculate the level of stock within the distributor’s supply chain even if this information is only available at each platform’s level.
Quantitative KPIs (how much?)
- Turnover and progression
- Rotations
Operational excellence KPIs (how?)
- Presence of the assortment
- Listings
- Innovation
