Crisp's Core dashboards provide the essential analytics for running a great food brand. This article focuses on the Velocity dashboard and its three sections: "Overview," or what's going on with your velocity; "Drivers," or the events contributing to your velocity; "Details," or granular information you can act on to improve your velocity.
Please note that visualizations may be different depending on which retailer or distributor is represented, and that distributor dashboards (e.g. UNFI, KeHE) are based on shipping sales, while retailer dashboards (e.g. Walmart, Whole Foods) are based on scanning sales. It's also important to note that the decision to include or exclude zero sales weeks will impact your dashboard.
Quickly jump to a specific section by clicking the links below.
Units (or Cases Shipped) Per Store Per Week Over Time
This graph shows your velocity over time. Retailer dashboards will display "Units Per Store Per Week Over Time," which shows units sold. Distributor dashboards will display "Cases Shipped Per Store Per Week Over Time," which is based on shipping sales. As velocity is a major measure of success for each individual product, measuring it over time allows you to see what times of year or promotional events drove a product's success or failure.
Units (or Shipped) Per Store Per Week by Product
In this sortable table, Crisp has calculated and is displaying each product's velocity. Retailer dashboards will display "Units Per Store Per Week by Product," which is based on scanning sales, while distributor dashboards will display a "Shipped Per Store Per Week by Product" table. This can be useful for quick reference or comparing different product velocities against one another.
At the bottom of the table is a "Totals" row in which the "Units Per Store Per Week" and "Dollars Per Store Per Week" figures are total portfolio velocity numbers (as if all of your products were treated as one).
Units Per Store Per Week, Dollars Per Store Per Week
These tiles are dynamic calculations showing your total portfolio's velocity. Distributor dashboards will display a "Shipped Per Store Per Week" tile, while retailer dashboards will show an average of "Units Per Store Per Week."
Units Per Store Per Week by State
Hover over this heat map for more details at the state level or right-click on a state to drill down further. As with the rest of the Velocity dashboard, retailer dashboards will be based on scanning sales, while distributor dashboards will be based on shipping sales.
Velocity by Dimension
These sortable tables take the basic "Units Per Store Per Week" measurement and slice them by dimensions such as city, channel, chain, region, and more. The exact tables will differ based on which retailer or distributor dashboard you're viewing (e.g. "Units Per Store Per Week by Store Square Footage" would be available for the Wegmans dashboard but not the Target dashboard).
The final section of the dashboard offers detailed information specific to that retailer or distributor in a sortable table. This can be especially useful after filtering for dimensions such as state. For instance, by filtering the dashboard by a low-performing state and then clicking the "⋮" ellipses in the top right corner of the table, you could download information that would help as you you look into factors affecting velocity such as in-store demos, facing, and inventory.
Zero Sales Weeks
Every company wishes their products sold every single week, but that isn't always how reality pans out. Whether due to shipping delays, out of stocks, or irregular buying patterns, there can be weeks in which one or more of your products don't register as being sold. With that often being the case, what's the best way to measure your velocity? Crisp provides two options to help you get down to the details:
Excluding Zero Sales Weeks
All Velocity dashboards provide the option to filter out, or exclude zero sales weeks from your data.
When excluding zero sales weeks, your velocity will be based on the average number of weeks with sales per store within the date filter.
Excluding zero sales weeks can be useful when:
- Looking at distributor shipment data. Shipments don't always happen on a regular schedule, and velocity may only make sense when looking at weeks in which shipments actually occurred.
- You know you had a period of widespread out of stocks. Setting the filter to exclude zero sales weeks eliminates the effect that period would have on your velocity numbers.
- Telling the best sales story. By using the filter in this way, you're saying that when your product sells, it sells at this rate.
- Wanting to get velocity numbers for seasonal, holiday-driven, and products with specific buying patterns such as those timed with SNAP benefits.
Including Zero Sales Weeks
All Velocity dashboards provide the option to filter to include zero sales weeks in your data.
When including zero sales weeks, your velocity will be based on the number of weeks within your filtered date range.
Including zero sales weeks can be useful when:
- Buyers request you to calculate velocity including zero weeks.
- You want a conservative (and more realistic) picture of your velocity.
- Performing financial or demand forecasting, as the units per store per week figure may be used as a baseline.