Understanding your competitor’s full- performance enables you to identify what assortment is in demand and driving full- sales to customers to help assert future assortment planning.

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 dan Periode Tanggal. You must select your set of in relevance to your analysis goal at the start of the analysis. You may select up to 3 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

Next, toggle over “Trade movement by key metrics” to analyse the selected ' untuk melihat lebih baik potensi dari produk yang baru dilaunching. trade performance.

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 Periode Tanggal 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 harga penuh

Step 3: Brand analysis

Next, toggle over to “Trade analysis by brand “ to analyse the performance of the respective a little deeper. 

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- 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 in the year 2020.

As you can see in the chart below, the that registered the most terjual habis at full-priced SKUs were Tops, Outerwear and Dresses and also recorded growth compared to the year before 

Now, let’s dive into Zara’s Tops 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 terjual habis at harga penuh, 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.

Poin-poin Penting

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. 

Semoga artikel ini bermanfaat bagi Anda! Jika Anda memiliki pertanyaan atau ingin mengeksplorasi lebih tentang dashboard Omnilytics, silahkan menghubungi Client Success Manager Anda.

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