It is important for a brand like you to have a market share modelling that is augmented with competitor activity to ensure more informed actions. This helps maximise the return on marketing investments like advertising & promotional spending.
This is addressed by the 'sales velocity' in the Shopalyst BKG leaderboard.
To get a glimpse of how the leaderboard looks like and what digital elements it covers click here.
Sales Velocity
The sales velocity is derived from across the digital merchant bestsellers enabling a view of the digital share of shelf. This enables a surrogate view of the digital market share in the absence of sales data. This is the first of the four pillars of the leaderboard.
What you see below is the 'high-level' view of the leaderboard which shows all 4 pillars with high-level scores.
Sales velocity score from level 1(high level) view
The presence of a particular brand in the bestsellers list of the top 3 merchants is calculated as the sales velocity score. Based on the collective average of the brand presence in the top 3 merchants' top 100 bestsellers of the particular category, the sales velocity is derived. We take a collective 100% from the 3 top merchant sites and then derive the average for 3 merchants, hence indicating both the volume and percentage of presence in the bestseller list across the top 3 merchants.
The L1 view also shows the month-on-month change in the sales velocity score for the particular brand.
The top 3 merchants for a brand are the top 3 for the category which is shown in level 2 (Detailed) view
To understand how to navigate to further levels in the Shopalyst BKG leaderboard click here
Level 2 (Detailed) view
The detailed view of the leaderboard shows the top 3 merchants for the particular node along with the merchant level scores. And the overall score that you see in high-level (level 1) view is the average of these 3 scores.
Also, the presence of the brand in the division > category > sub-category > article type has got appropriate weightage based on the position in the hierarchy hence the score represents the presence of the brand in the level at which an end user finds this particular brand in the bestseller list.
To know more about the hierarchy and how Shopalyst processes the brand presence using a normalized taxonomy (Division > Category > Subcategory > Article type) click here
Level 3 (in-depth) view
This is a granular view of the top 3 merchants with the following details for the selected brand
- Score
- Product distribution
- Top brands distribution
- Traits distribution
- Products
Let's see all the analyses in detail
1. Score
This shows the sales velocity score of the selected merchant.
For example, the screenshot shows that the sales velocity score of the selected brand on Amazon is 22.8%, and the score has increased by 27.19% in the current month vs last month.
2. Product distribution
This shows the brand's product distribution in the defined rank slabs.
For example, for the selected brand, there are 1000 products present on Amazon in total. 38 products are present in Amazon's bestseller list out of which 7 are present in rank 1-25 on Amazon. Hence 18.4% of the products from Amazon are present within 1-25 ranks.
Similarly, you can check for the other rank slabs as well.
3. Top brand distribution
This is an interesting feature which tells you, among all the brands that appear for the specific category, which quartile does your brand fall into?
There are 4 quartiles as you can see below and the selected brand falls in the 4th quartile which means your brand falls in the 75th percentile.
The other competitor players and their presence in the percentile can be checked from the right-hand side representation. The colour code will tell you in which quartile the respective brand falls. We show you the top 12 brands and club the rest as 'others' in the percentile share graph.
4. Traits distribution
This is a very useful feature if you are working on enhancing the discoverability of your product or product positioning.
The traits with which your brand is most discoverable across the merchant places is shown below.
And the traits with which your brand was not discoverable shall be your key input to increase the discoverability based on what traits the eyeball competition brands are discoverable.
5. Products
This shows which all products contribute to the sales velocity score of that particular merchant.
For example, shown below are the products that make Nivea's sales velocity score 22.8% on Amazon.
And also we track the position of the particular product month on month so that you can see how many positions the product has climbed up in search rank.
For example, the first product shown is in rank 2 which has climbed up 9997 positions in this month vs last month to reach this place.
Towards the right end, there's a scroller which will display more products for you which collectively contribute to the sales velocity score.
Want to know what all Shopalyst has under BKG, the brand knowledge graph? Click here for an overview of the Shopalyst BKG leaderboard for the first-time users
Looking for more help? Instructions to reach out to support are here.
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