Compare general trade, modern trade, and quick commerce on one basis
An illustrative consumer goods and distribution concept connecting general trade secondary sales, modern trade sell-out, quick commerce reports, and channel margins for modern trade and quick commerce channels.
Channel share of net sales (%)
Net contribution after trade terms (%)
Account in-stock rate (%)
SKUs with cross-channel price gap (count)
THE CHALLENGE
Each channel reports differently, so channels cannot be compared
Stock not visible
Closing stock is reported irregularly or not at all.
Static norms
Stock norms do not change with seasonal sales velocity.
Fast-mover gaps
High-velocity SKUs run out while slow SKUs pile up.
Ordering by habit
Primary orders follow last month's quantity rather than need.
THE SOLUTION
Channel Contribution Review Framework
Channel ingestion
Collect daily or weekly closing stock from every distributor.
Velocity-based norms
Set norms from recent secondary sales velocity and lead time.
Gap identification
Compare stock with norm for every SKU and distributor.
Order suggestion
Show suggested primary quantities for sales team review.
THE APPROACH
Channel Data Standardisation
Standardise closing stock submissions and track missing reports.
Sales Velocity Calculation
Calculate rolling daily secondary sales by SKU and distributor.
Norm Recalculation
Recalculate days-of-cover norms with lead time and seasonality.
Below Norm Alerts
Report in-stock rates by account, city, and SKU where data is shared.
Price Gap Monitoring
Flag SKUs priced differently across channels beyond agreed limits.
Key Account Review
Prepare monthly evidence packs for key account managers.
THE IMPACT
One comparison
Channels could be compared on the same measures.
Margin clarity
Contribution after trade terms could be visible by channel.
Availability insight
Sales dips could be linked to stock gaps.
Price discipline
Cross-channel price gaps could be found early.
Controlled review
Authorized teams could review channels with weak contribution, stock availability gaps, or rising trade terms, with source evidence retained beside each review case.
Measurable evaluation
A pilot could establish baseline values for channel share of net sales (%) and assess changes after approved actions. Descriptive results alone would not establish causality.
Explore Distributor Inventory And Stock Norms
Work with RUSA Analytics to connect distributor closing stock, stock norms, secondary sales velocity, and pending primary orders and create a governed workflow to review distributors below stock norm on fast movers or holding excess slow stock. Start with a scoped concept or pilot and agreed success measures.
MORE WORK
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