For FMCG and CPG brands
Which stores carry three of your nine SKUs. Which distributor has stopped listing your new line. Which region has demand and no distribution. From distributor sell-out and retailer data, reconciled to the number you report.
A void is a store that should carry a SKU and does not. Covirage finds them from sell-out data, values each at the store's rate for similar SKUs, and ranks them by region and distributor.
SKUs listed per store against the full range, by distributor and retailer.
Stores that carry the category and not your SKU, ranked by what they are worth.
Each regional manager against the median, on the same definitions.
Three steps, in this order.
What a region, a distributor and a store are called in your data.
Sell-out by SKU by store. We check the totals against your reported number.
Regional managers see the same figures as head office.
Short answers. The Help centre has the long ones.
Covirage does not estimate category share. If you license market data, upload it and share is computed from it beside your own sell-out, on the same definitions. Without it, you get distribution and range penetration from your own data.
Distributor sell-out, retailer EPOS exports and your own shipments. Any CSV with store, SKU and volume.
Yes. Broker, distributor and direct are dimensions of the same roll-up.
Analytics software for FMCG and CPG brands, compared · Alternatives to named products
Written for this desk: the measures, the data you already hold, and the arithmetic.
How an FMCG or CPG brand finds the stores that carry the category but not its SKUs from the sell-out files distributors already send: the store-by-SKU grid, the channel-specific range, the valued void list per region and distributor, and the reconciliation to reported sell-out.
16 Sept 20263 min readHow a CPG brand infers out-of-stocks per store per SKU from daily or weekly sell-out data without shelf audits: the SKU's own sales rate at the store, the gap that is too long to be chance, the lost sales valued at that rate, the stores and SKUs where gaps recur, and why the inferred figure is a list for the field team rather than a claim against the retailer.
16 Sept 20263 min readHow a CPG brand measures the uplift from a promotion per retail account from sell-out data: the account's own pre-promo baseline, the lift during, the dip after, the net lift that remains, and the accounts where a promotion moved volume forward rather than adding it, so that trade spend goes where the lift is real.
16 Sept 20262 min readHow an FMCG or CPG brand sets a SKU list per retail channel, measures range penetration per store against it, and avoids the single most common failure in distribution analytics: a void list that expects a convenience store to stock the family multipack.
16 Sept 20263 min readHow a CPG brand reads its retailer chargebacks and deductions from the remittance and deduction files: chargebacks by retailer, by reason code and by distribution centre, the share that is disputable against the brand's own shipment and delivery records, the reasons that recur at one retailer and nowhere else, the cost per case shipped by retailer, and the two conversations, the brand's own logistics and the retailer's compliance team, that the split points to.
16 Sept 20263 min readHow a CPG brand compares what it shipped to each retailer with what the retailer sold through, from the shipment ledger and the sell-out data: the channel inventory implied by the difference, weeks of cover per retailer and per SKU, the retailers where sell-in has run ahead of sell-out for a quarter, the promotions that loaded the channel, and why a strong shipment quarter with rising channel inventory is next quarter's problem.
16 Sept 20262 min read