UBO, ECO and numeric distribution
See each month how many outlets your dealers billed (UBO) and how many bought enough to count (ECO). See what share of outlets carry each item, how far must-sell and new items reached, and which outlets went quiet. By area, dealer, salesman and outlet class.
PLANSFrom Growth
The problem it solves
- Primary sales look fine, but nobody can say how many shops actually bought this month.
- The sales head asks for numeric distribution of a pack size and someone spends two days in Excel.
- A must-sell item is missing from half the outlets of an area and you find out at the quarterly review.
- Shops stop buying one by one and nobody notices until the beat is half empty.
How it works
- Secondary sales come in as they do today: portal or app reports, Excel uploads, the dealer's Tally, dealers billing on SmartMy, retailer orders. Nothing is typed again.
- Every night the figures of this month and the month before are worked out again, so late reports and corrections are counted. The first time, 24 months of history are filled.
- Distribution managers set Must-Sell and New Launch lists under Market > Market Watch > Must-Sell and Launch Lists. Each list has items, areas or one outlet class, dates and, for a launch, target outlets and weeks.
- Open Reports > Market Intelligence > Coverage > Market Measures and pick the month. Group by region, area, beat, dealer, salesman or outlet class to see outlets, UBO, ECO, dormant outlets and coverage side by side.
- Open Item Distribution or Category Distribution for numeric and weighted distribution, and Dormant Outlets for the shops to win back.
Everything it does
Market Measures (outlet by month)
- Outlets: the active retailers of the area, plus every outlet billed in the month
- Billed outlets (UBO) and UBO %: outlets with at least one bill in the month
- Effective outlets (ECO) and ECO %: outlets that bought at least the set number of different items and the set value
- Lines per billed outlet, sales and quantity
- Last bill, days since the last bill and the billing band: billed lately, dormant, long dormant, lost, never billed
- Must-sell items due and bought, outlets with every must-sell item, and launch items due and bought, each with a %
Item and category distribution
- Item Distribution: outlets that bought each item and numeric distribution (outlets that bought / outlets). It also shows weighted distribution: the same, weighted by each outlet's sales of the item's category
- Category Distribution: the same for item categories, weighted by the outlets' total sales
- Must-Sell and Launch Coverage: each item of each list, the outlets it is due at, the outlets that bought it and the coverage %
Ways to look at it
- Pivot, graph and list, with filters for this month, last month and the last 12 months
- Group by month, country, region, area, beat, dealer, salesman and outlet class (A / B / C, with outlet classes)
- Percentages of a group are worked out from the group's totals, never averaged across rows
- With retailer sell-out files (Scale): Sell-Out Measures and Sell-Out Item Distribution, kept apart from secondary sales
How the figures are counted
- An outlet's area, dealer, salesman and class are the ones it has today
- Its dealer is its Served By dealer, else the dealer it bought most from that month
- Sales where the dealer did not name the retailer count in sales and items, not in outlets
- When two outlets are merged as duplicates, the months they sold in are worked out again so the shop counts once
- Refresh Market Figures (distribution managers) works out every month again from a month you choose, after old reports were corrected
Who uses it
Distribution managerSets the must-sell and launch lists, reads the measures for the whole network and refreshes old months.
Area managerReads UBO, ECO and coverage by beat and salesman, and works the dormant outlets list with the team.
Sales headCompares areas and dealers on reach, not only on sales value.
Distribution administratorSets the ECO rule, the dormant bands and how many months are worked out again.
Where you use it
- Web: Reports > Market Intelligence (Market Measures, Item Distribution, Category Distribution, Must-Sell and Launch Coverage, Dormant Outlets, Refresh Market Figures)
- Web: Market > Market Watch > Must-Sell and Launch Lists
- The SmartMy Distribution app: the same figures on the manager's Market page, with the Scale plan. Built and in testing, not in the app stores yet
- Not on the dealer portal: dealers do not see the network's measures
- Not for salesmen: the reports open for area managers and above
What you control
Settings
- ECO: lines at least: 1
- ECO: value at least: 0 (any value)
- Dormant after 30 days, long dormant after 60 days, lost after 90 days
- Months worked out again every night: 2
- Months of history filled the first time: 24
- Must-sell and launch lists: items, areas (empty means every area), outlet class, from and until dates, target outlets and target weeks (12 to start with)
Works with
SmartMy TradeDealers selling from SmartMy feed the measures straight from their bills to retailers.
Questions
Do our dealers have to send anything new?
No. The measures are read from the secondary sales you already receive. These are portal or app reports, Excel uploads, the dealer's Tally, dealers billing on SmartMy and retailer orders.How fresh are the numbers?
They are worked out every night for this month and the month before. A dealer who reports monthly gives monthly figures, so his outlets show once his report is in.What counts as an effectively covered outlet?
You decide. Set the least number of different items and the least value an outlet must buy in the month. It starts at one item and any value.Can an area manager see only his own areas?
Not yet. The market reports show every area of the entities the user may open. Area managers filter or group by their own area.Is market share against other brands included?
No. The measures cover your own outlets and items. Market share needs panel data from a research agency, which we do not provide.Related features
MARKET INTELLIGENCEItem trends and new launch trackerSee which items and categories grow or fall in each area against last month and the same month last year. Follow each new launch week by week: the outlets it has reached against the target you set.MARKET INTELLIGENCEHead office drill-down to the outletOne screen goes from the whole country down to a region, area, beat, dealer and one outlet. Every level shows sales against last month and last year, billed outlets, coverage and launches. Pick any item and every figure follows it, on the web, a phone or the manager's app.MARKET INTELLIGENCEMarket map and white space by pin codeEvery retailer on a map, coloured by sales or by days since the last bill, with sales shaded by pin code, district or town. The places where you do not sell yet are ranked by households or population. A few clicks turn the best of them into a new beat.SCHEMES AND DEALER SALESDealer stock and secondary salesEach dealer's closing stock and its sales to retailers, item by item, reach you from the dealer portal, an Excel sheet or your office. Sell-through shows what really left the dealer's shelf, and primary sits beside secondary for every dealer and item.RETAILERS AND FIELD SALESOutlet classes and outlet reachEvery month your retailers are ranked by 90 days of sales into classes A, B and C, each with its own visits a month. Outlet Reach shows which retailers are active, lapsed, never bought or new.LARGE NETWORKSRetailer sell-out (tertiary sales) importLoad retailers' and chains' POS files and portal exports as they come. Stores and items are matched once, and the sell-out feeds its own market measures, trends and the market map, kept apart from secondary sales.
See your market on it.
Tell us how many dealers and salesmen you have, and how orders and claims reach you today. We will set up your dealers, price lists and beats with you.