🎓 Definition

Brand effectiveness compares the Brands Share of Assortment (the total number of items representing how many percent of the total assortment) with the Brand’s sales Contribution.

A Brand with low effectiveness has a share of the Assortment larger than its share of sales.  If some of its low-performing items are duplicates or similar items from other Brands, it should either review its retail Mix or be ready for de-listing.

🖥️ Make it happen in Ariane

How to access Brand Effectiveness in Ariane: 3 Simple Steps

Step 1: Select the Range Gap Analysis Menu in the Promotion Menu Bar.

Step 2: Select Option in the Filter Menu and choose the KPI and hierarchy level you want to measure.

Step 3: Select the period you want to measure.

And here it is.