Market Insights

Retail Case: Leveraging Distribution Opportunities in General Trade. A Market Opportunity Analysis

by Jimmy Ho ¬ 05/08/2017

Despite a more diverse, fragmented sales environment, General Trade outlets have something in common with the Modern Trade: Sales Opportunity! Here are a few ways to identity and leverage opportunities in GT channels, using the Sanitary Napkin category as a case study.

(Nationwide Sanitary Napkin Audit in Hong Kong for 6 major sanitary napkin brands, covering 100 Independent Drug Stores)

Your product may be listed and in stock but is it VISIBLE to customers? – in the worst case, a full 16% of locations where a particular brand was listed for sale and in stock did not actually have that particular brand on display within the store – it had to be specifically requested by the customer. To varying degrees, this issue affected ALL the brands evaluated, however, some brands suffered far less than others.

Apparent potential for expansion of distribution within Independent Drug Stores – Almost a third (29%) of all stores stock just one brand of sanitary napkin, with a further 29% stocking just 2. The average number of brands stocked across all stores is however 2.4, with some stores stocking up to 6 brands. Opportunities to get your brands listed in stores that currently only have a small range of offerings? 

Improve your sales performance in General Trade with POSM – Surprisingly, almost two thirds (61%) of stores do not have any branded display for sanitary napkin. In fact, average displays per store is just 0.7, although some stores have as many as 5. Any potential to have your display installed in the store?

Market opportunity analysis is critical when you are new to a market or planning to drive improved sales performance across specific channels. 

Using the latest retail audit technologies, it’s possible to quickly and easily compare SKU level performance metrics and access backup imagery for any location – all in real time. In a single glance, for any SKU, check; 

  • Stock levels/ OOS status
  • Current and/ or promotional pricing
  • Floor stacking, secondary display
  • …and any other metric of interest