So let’s learn how to run this analysis using the Trade Insights Dashboard in this article.
Step 1: Select brands and date range
The first step is to click on the Start Here button under Monitor Competition & Spot Opportunities use case.
Follow the guide by filtering to your selected market, brand and competitor, gender and date range. You must select your set of filters in relevance to your analysis goal at the start of the analysis. You may select up to 3 brands to analyse. For this example, we have selected Zara and River Island in the United Kingdom from July 2020 to December 2020.
Step 2. Analyse trade movement
As shown in the trade movement chart below, in the last 6 months, both Zara and River Island sold out 9,014 products at a combined sell-out rate of 53%. The number of products sold out decreased by 36% compared to the same date range in 2019.
We can presume this was due to changes in purchasing patterns during the pandemic, making it more crucial to find out what drove your competitors the sell out at full price performance.
Step 3: Brand analysis
As you can see, while both Zara and River Island had a similar sell-out rate of around 53%, ZARA achieved a higher full-priced sell-out rate at 43% compared to River Island at 30%.
So now, let’s take a look at what was driving this full-price contribution for Zara in the next step.
Step 4: Analyse category performance
In this last step, toggle over to “Category ranked by performance” to analyse the category performance for both brands in the year 2020.
Now, let’s dive into Zara’s Tops categories to analyse the subcategory performance. As presented in the below chart, T-shirts dominated the tops category with a 28% contribution to the total tops out of stock at full price, followed by shirts with a 21% contribution.
You can click on the bar to browse the products in each respective subcategories, such as T-shirts, to understand what styles were specifically doing well. We observed that white tops with a fashion sleeve seem to be performing and can signify an opportunity.
Reviewing the full-priced sell-out performance of other key competitors in the market helps you better understand consumer purchasing patterns and understand what drives full-priced assortment sales. From there, you will be able to ride the same assortment trends and be less discount-driven as a brand.
Hope you found this article helpful! If you have any questions or would like to explore the Omnilytics dashboard further, feel free to reach out to your respective Client Success Manager.