Competitor benchmarking allows comparative analysis with other brands and retailers by assortment sizes, sell out rates, product mix by category, colour, pricing and material. Product images can be accessed from clicking on the boxes within the sellout performance analysis, as well as directly from the charts.

Competitor benchmarking allows brands and retailers to keep tabs on their competition and develop product assortments that capitalise on market gaps.

Overview

The Overview section allows you to analyse and compare retailers on a high level. In the Overview section, the data is populated of the retailers that we choose. 

Similar with previous version of Competitor Benchmarking, we can set the options for:

For the new version of Competitor Benchmarking in the Overview tab, you’re allowed to compare between 2 periods.

You can compare selected period with:

  • Previous Period
  • Previous Year
  • Custom

Total Products

In the Total Products table, you will be able to know how many SKUs were launched during the selected period and the composition of full price and discounted SKUs. If you select both Retailers and Brands, you can compare top retailers and brands and top brands in those selected retailers, all sorted by the total number of SKU

All the Top Retailers and Top Brands bars are clickable for you to see the products/SKU inside each retailer and brand. 

To analyse further, you can click “View Analysis” and will direct you to the next tab which is the Retailer Analysis section which allows you to see more detailed data from the Overview in the next tab.

Total Gender

Total Gender diagram allows you to see the gender mix from all total SKU in selected retailers.

To analyse further, you can click “View Analysis” and will direct you to the next tab which is the Retailer Analysis section which allows you to see more detailed data from the Overview in the next tab.

Total Sell Out

Total Sell Out chart gives you information about sell-out movement during the selected period in monthly view. It also allows you to see the total SKU that has been sold out at full price and discounted. This will give ideas of Retailers performance monthly and see the movement.

To analyse further, you can click “View Analysis” and will direct you to the next tab which is the Retailer Analysis section which allows you to see more detailed data from the Overview in the next tab.

This section allows you to understand:-

New In

The New In section gives you information about total SKUs that were launched in a selected period and the category mix. This information allows you to identify what category is mostly launched in the particular period and allows you to identify in the first place what is the most category in the market.

All the categories bar is clickable so you can identify what items and silhouettes that were newly launched and spot the similarities to identify new trends in the market.

Key Takeaways

  1. Who are some of the largest retailers in the market?
  2. Which brand has the biggest share of online presence?
  3. What were the key activities by retailers/brands vs previous week?
  4. How did my brand perform against the filtered competitors?
  5. What categories are driving demand?
  6. How is the sell out movement during the selected period?
  7. How aggressive is the on-going promotion during the particular period (e.g. in seasonal sale timing)?
  8.  How is the pricing currently applied in the market compared to previous period?
  9. What is the most category & new in items launched in the selected period?

Retailer Analysis

Retailer Analysis: Trade Performance

Trade performance provides a high level comparative analysis by retailers/brands. The analysis comprise of 2 cards:-

Retailer Analysis: Trade Movement

Trade movement card uses a combination chart to visualise periodical changes for key business metrics (ie. Total Products, Full Price, Discounted, Sell Out, New In). The chart allows a selection of up to 3 chart filters and 5 retailers/brands at any one time. There is also a card filter which allows you to breakdown the information by week, month and year and toggle between a split by retailer or total. 

For those who prefer viewing the numbers, you can click on the “show chart data” at the bottom left of the combination chart.

The split by total will accumulate the data for all selected retailers when analysing. This is particularly useful when assessing a market segment as a whole through analysing a combined performance for key retailers in the segment.

Some recommended filter combinations include:-

  1. Total product vs discounted vs sell out

In this example, we are analysing the weekly performance of Zara UK for the date range from 1 Oct to 31 December 2019. From the chart, there are two visible spikes in the sell out. Once from week beginning 28 November 2019 and another from week beginning 26 December 2019. The increase in sell out was aligned with the higher discounts on both of these weeks from Black Friday Sale and Year End Clearance respectively. 

  1. Total product vs discounted vs sell out (with “New In” filtered under Top filters)

Using the same example from above (ie. Zara in the UK Market), we have added on the “New Instock status filter.

The goal of the analysis is to determine the performance of newly launched products in the week. Interestingly, there were 2 key observations. One was in week beginning 5 December 2019 with high new in but low sell out. This was the week after Black Friday and we can see that the consumers were still looking for a bargain thus we see a low sell out recorded for new products that are at full price. Also, the significantly higher new inbound was probably due to increasing stock levels subsequent to Black Friday Sale in time for the upcoming Christmas Holiday. 

On the other hand, we saw a significant increase in sell out for new launches in the week beginning 26 December 2019. We observed that the increase was attributed to a high proportion of value buy items launched in the Year End Clearance week. This can be further analysed in the Calendar module by selecting on new in for the week to identify the type of products launched as well as the discount percentages for value buy items.

Retailer Analysis: Trade Analysis

Trade Analysis card can be used to compare the positioning and performance of 2 or more retailers/brands. You can see comparison of total SKU counts, median price, average discounts, new in, replenished and sell out rates.

The analysis for total products and total sell out can be further broken down into full price and discounted to show a composition of total products and sell out that is contributed by full vs discounted priced products. This is useful to establish the market segmentation of the brand or retailer and to assess if customers buy more at full price or on discounts.

When analysing market positioning, retailers/brands can use a combination of metrics or even map out the positions of various retailers in a perceptual map to identify white spots in the market. One of the most common combination is to map price vs product fashionability …

When combined with performance analysis, a retailer/brand can benchmark performance against competition to measure other retailer/brand’s grasp of consumer demand and observe critical success factors that can be adopted.

Depending on the goal of the analysis, trade analysis can be reviewed periodically by month or quarterly. However, give the fluidity of the current market, retailers/brands can benefit from a more regular review to stay on top of competition and identify strategies that can be adapted to their business strategy.

Key Takeaways

  1. How did my brand perform against other retailers/brands?
  2. What are the key drivers for the sell out?
  3. What is my market share compared to the other key retailers in the market?
  4. What market segmentation are the retailers within my space targeting?
  5. What are the white spots in the market?

Gender

Gender analysis provides a breakdown of gender composition for selected retailers/brands. The analysis comprise of 2 different cards:-

Assortment by Retailer

Assortment by retailer card includes a pie chart to illustrate the combined breakdown of gender type for the retailers/brand selected. The card further illustrates a comparison of the top 5 categories for each retailer.

The analysis can be narrowed by gender through selecting the Gender filter from the main filter bar. From here, it provides a high level view of categories contributed by womenswear. The analysis can be deep dived into subcategories by selecting the category of your choice in the main filter.

This analysis card is useful if the retailer/brand wants to only focus on analysing the top category contribution for a specific gender type. 

There is also a “show more” filter at the bottom of the card to expand the category breakdown.

Assortment by Gender

Assortment by Gender on the other hand focuses on comparing the category mix for different gender type. Similar to assortment by retailer, the analysis can also be further expanded to show subcategories by selecting the categories of your choice in the main filter. 

This analysis is useful to provide a guide on top categories that can be focused on when expanding to a new gender type.

Cross analyse against top filters such as the stock status filter “New In” over a selected date range to identify key categories/sub-categories launched within the selected date to spot seasonal changes in category mix.

Key Takeaways

  1. What was the gender breakdown by retailers?
  2. What are the categories to focus on when expanding my assortment to women/mens/kidswear?
  3. How have category mix for a gender type changed over time?

Price Distribution

Price Distribution compares price competitiveness between 2 to a maximum of 5 retailers/brands at any one time. The analysis comprise of 3 different analysis cards:-

Price Summary by Retailer/Brand

Price Summary by Retailer/Brand compares the median price and price spread for the retailer/brand selected.

The analysis can be toggled between retailer/brand using the top filter to group by either “Retailer” or “Brand”

This analysis is useful when reviewing price competitiveness of a retailer/brand against other retailers/brands within the market. Median price can also be cross analysed against fashionability on a perceptual map to map out the brand positioning of a retailer/brand against other similar retailers/brands within the market and also identify white spots in the market.

Price Breakdown with Sell-Out

Price Breakdown with Sell-Out cross analyses price bands against sell out rates. This analysis allows comparison of 2 upto 5 retailers/brands each time.

The chart allows comparative analysis by retailer or analyse at the total level by unchecking the check box for “Compare Retailers”. In the above comparison, we can see that the sell out rate for H&M was highest between GBP0 – GBP4 and showed a reduction as the price point increase. Zara on the other hand recorded a consistent sell out rate in most of the price bands which could indicate that Zara’s customer base may be less price sensitive compared to H&M.

Chart options are also available to narrow the chart to any 1 or more selected retailers to facilitate review.

For those who prefer viewing the numbers, you can click on the “show chart data” at the bottom left of the combination chart.

Price Breakdown by Retailer

Price breakdown by Retailer compares the contribution of each price band against the total product count for each retailer/brand.

Discount Distribution

Discount Distribution compares discount ranges between 2 to a maximum of 5 retailers/brands to spot optimum discount range. The analysis comprise of 3 different analysis cards:-

Discount Summary by Retailer/Brand

Discount Summary by Retailer/Brand compares the the average discount % and discount spread % for the retailer/brand selected.

Discount Breakdown with Sell-Out

Discount Breakdown with Sell-Out cross analyses discount range against sell out rates. This analysis allows comparison of 2 upto 5 retailers/brands each time.

For those who prefer viewing the numbers, you can click on the “show chart data” at the bottom left of the combination chart.

Discount Breakdown by Retailer

Discount Breakdown by Retailer compares the contribution of each discount range against the total discounted product count for each retailer/brand.

Size Distribution

Size Distribution compare the sizing ratio for 2 or more retailers/brands.

Size by Retailer/Brand

Size by Retailer/Brand compares the sizing ratio to identify sizing opportunities.

In the above example, we compared the sizing ratio for H&M and Topshop and noticed sizing opportunities for Topshop for UK Size “20” and “22” as H&M has moved toward providing more inclusive sizes. The sheer amount of products with sizes upwards of UK 18 is an indicator of demand within this market segment.

Key Takeaways

  1. What are the sizing opportunities available in the market?
  2. What are the market sizing ratios for categories/sub-categories?

Product Analysis

Product Analysis is a deeper level of analysis from Overview that allows you to analyze on a category and SKU level within a specific period selection (weekly, monthly, or yearly). 

In the Product Analysis, there are drop down menu consists of:

Category Composition

Category composition shows the breakdown of product categories. It can be compared against competitors by selecting retailers/brands at the side filter and grouping the analysis by Retailer/Brand at the analysis filter. The comparative analysis can also be further analysed by sub-categories

As seen in the Category Composition card, a breakdown of category offerings are represented in a pie chart for respective retailers/brands, supported by SKU counts and percentage breakdown beneath. 

This analysis is useful to spot category opportunity by comparing the top categories stocked by a retailer against its competitor(s). The review is usually done on a periodical basis. Depending on the goal of the analysis, we recommend reviewing it on monthly or quarterly intervals to monitor category movements. 

This analysis is best analysed with the Trade Analysis card within the Product Analysis: Trade Performance Module for further validation.

Key Takeaways

  1. What are the core categories available across competitors?
  2. What are the differences in categories offerings between competitor top 5 categories?
  3. How wide is the selection of competitors’ categories?
  4. What are the category opportunities identified? 

Category Contribution

Category contribution compares the category contribution between 2 or more retailers. Best analysed by selecting a few categories for comparison.

Category contribution chart can be further broken down to sub-category contribution to identify difference in key category contribution for each retailer.

In addition, you can also choose to show either sell out rate or sell out contribution %.

Showing sell out rate highlights categories/sub-categories with potential for expansion or a risky category which needs to be monitored.

Showing sell out contribution % on the other hand provides insights to support decisions for category mix. In the above example, we observed that T-shirts currently contribute to 30% of total product count at a 37% sell out rate % for Tops. This means that this sub-category outperformed expectation and the category mix can be reviewed for SKU expansion.

Key Takeaways

  1. What are the categories that are outperforming the category contribution?
  2. How are my performing and non-performing categories compared to other similar brand/retailers in the market?

Product Analysis: Trade Performance

Trade performance provides a high level comparative analysis by categories. The analysis comprises of 2 cards:- 

  1. Trade Movement
  2. Trade Analysis

Product Analysis: Trade Movement

Mirrors the behaviour of Retail Analysis’s Trade Movement Chart, Product Analysis’s Trade movement card uses a combination chart to visualise periodical changes for key business metrics of categories’ Positioning (Total Products, Discounted, Median Price) and Performance (Total Sell Out, New In, Replenished). 

Similarly, the chart allows a selection of up to 3 chart filters and 5 categories/subcategories at any one time. There is also a ‘Split by’ card filter which allows you to breakdown the information by week, month and year and toggle between a split by category or total. 

This analysis focuses on categories hence the desired category/subcategory must be selected in the main filter bar. ‘Split by: Subcategory’ will auto-display the top 5 subcategories based on the selected categories

For those who prefer viewing the numbers, you can click on the “show chart data” at the bottom left of the combination chart.

The split by total will accumulate the data for all selected categories of retailers when analysing. This is particularly useful when assessing retailers/brands category performance and positioning in respective market segments. 

Data insights from Trade Analysis card further validate category opportunities identified in Category Composition card highlighted above. 

Some recommended filter combinations include:-

  1. Total product vs discounted vs sell out

In this example, we are analysing the weekly Tops performance of Asos and Fashion Nova UK for the date range from 1 Mar to 31 May 2020. From the chart, observed a significant spike of sell out in both categories from Apr 30 onwards. The increase in sell out directly driven by the increase in discounted products offered from the same week, reflects the immediate market demand towards discount launches. 

  1. Total product vs discounted vs sell out (with “New In” filtered under Top filters)

Using the same example from above (ie. Tops for ASOS and Fashion Nova in the UK Market), we have added on the “New Instock status filter.

Analysis Goal : To determine the performance of newly launched categories in the week. 

Interestingly, observed that Tops sell out performance on New In products is highly influenced by discount launches. In reference to the sell out line chart, Tops sell out spiked after Apr 30 when high New In products were discounted. Performance slowed down as discounted New In products reduced thereafter. 

The higher discount launches in New In products implies a high promotional driven climate within this period. This can be further validated in the Calendar module by selecting on new in for the week to identify the type of product launched in both full price and discounts. 

Product Analysis: Trade Analysis

Product Analysis’s Trade Analysis card can be used to understand the positioning and performance of categories individual or multiple retailers/brands from key matrices of Total Products, Discounted, Median Price and Total Sell Out, New In, Replenished. 

All categories are displayed by default. Comparative analysis of 2 or more categories are possible by selecting the specific categories in the main filters, as shown in the chart below. ‘Split by: Subcategory’ is available when filtered to only specific categories in the main filter.

The analysis for total products and total sell out can be further broken down into full price and discounted to show a composition of total products and sell out that is contributed by full vs discounted priced products. This is useful to establish the market segmentation of the category or subcategory and to assess if customers buy more at full price or on discounts.

Comparison of category positioning and performance of different retailers/brands could be done in separate tab(s) to identify category offerings focus and market share proposition. 

When analyzing category positioning, retailers/brands can use a combination of metrics or even map out the positions of various categories in a perceptual map to identify white spots in the market. One of the most preferred attributes combination is to map price vs product fashionability. By doing this, retailers can understand clearly their category positioning in the market to spot further opportunities and proceed with actionable strategies. 

Depending on the goal of the analysis, trade analysis can be reviewed periodically by month or quarterly to provide business especially given the fluidity of the market.

Establishing a deeper understanding of category positioning and performance in the market supports better decision making in venturing into new opportunities. 

Key Takeaway

  1. What are the key category drivers for sell out? Were they highly driven by New-In/Discounts?
  2. How does New-In launches affect category sell-out?
  3. How did my core categories perform against other retailers/brands?
  4. What is my market share of each category compared to the other key retailers in the market?
  5. What market segmentation are the retailers within my space targeting?
  6. What are the white spots in the market?

Price Analysis

Price Analysis module is used to understand retailers/brands pricing strategies within the relevant timeframe. This analysis allows the tracking of price changes by category and sell out rate % by selecting the ‘Sell Out Rate %’ option within the card. Other options available for selections are ‘Currency’ and ‘Price Interval’ depending on your preference.

Price Breakdown by Retailer

Within the Price Breakdown by Retailer card, there are two expandable range for deeper analysis point for each category:-

  1. Price breakdown by subcategory level
  2. Price breakdown by retailers/brands level for respective categories 

Stacked analysis from these expandable ranges facilitates comparison among categories, subcategories from retailers/brands level. Further white spots can be identified, as well as understanding retailers/brands Good-Better-Best pricing architecture.

Data insights from Price Analysis card further validate pricing opportunities identified in the Price Distribution card under Retailer Analysis tab. Median price reflected under this analysis to be aligned with the Price Distribution card should timeline and filters remain the same.

Price Analysis is particularly useful when coupled with the Discount Analysis module in understanding retailers/brands pricing and promotional strategies.

Key Takeaways

  1. Which category price interval holds a high sell out rate? 
  2. What price interval is the category sweet spot? 
  3. What is the Good-Better-Best pricing ladder for each category? 

Discount Analysis 

Discount Analysis module is used to understand retailers/brands discounting strategies within the relevant timeframe. This analysis allows the tracking of discount changes by category and brands/retailers’ sell out rate % by selecting the ‘Sell Out Rate %’ option within the card. Toggle around the Discount Interval filter in accordance with your display preference. 

Discount Breakdown by Retailer

Within the Discount Breakdown by Retailer card, there are two expandable range for deeper analysis point for each category:-

  1. Discount breakdown by subcategory level
  2. Discount breakdown by retailers/brands level for respective categories 

Stacked analysis from these expandable ranges facilitates comparison among categories, subcategories from retailers/brands level. Comparative analysis on average discount % of each category helps to understand discounting strategies of each category better.

Data insights from the Discount Analysis card further validate the discounting gap identified in the Discount Distribution card under Retailer Analysis tab. Average discount % reflected under this analysis to be aligned with the Price Distribution card should timeline and filters remain the same.

Discount Analysis is particularly useful when coupled with the Price Analysis module in understanding retailers/brands pricing and promotional strategies.

Key Takeaways

  1. Which category discount interval holds a high sell out rate? 
  2. What is the category core discount range? 
  3. What are the differences between retailers/brands discounting strategy?
  4. What are the discounting strategies adopted by retailers/brands?

Colour Composition

Color composition shows the breakdown of colors of retailers/brand products. It can be compared against competitors by selecting retailers/brands at the main filter bar and grouping the analysis by Retailer/Brand at the analysis filter. A comparative analysis can also be further analysed by sub-colors.

As seen in the Color Composition card, a breakdown of core color and sub color are represented in a pie chart for respective retailers/brands, supported by SKU counts and percentage breakdown beneath. 

‘Show Colors’ card option allows you to breakdown the information by All, Seasonal Only, or Grayscale only colors selection. 

This analysis is useful to spot color opportunity by comparing the top colors stocked by a retailer against its competitor(s). Another useful adoption of this analysis is for new collection design. Depending on the goal of the analysis, we recommend reviewing it on a periodical basis by monthly or quarterly intervals.

Color Composition analysis is best analysed with the Trade Analysis card within the ‘Product Analysis: Trade Performance’ Module for further validation.

Key Takeaways

  1. What are the core colors available across competitors?
  2. What is the proportion of Grayscale vs Seasonal colors? 
  3. What are the differences between competitors’ top 5 core colors?
  4. How broad are competitors’ color offerings?
  5. What are the color opportunities identified? 

Material Composition

Material composition shows the breakdown of material of retailers/brand products. It can be compared against competitors by selecting retailers/brands at the main filter bar and grouping the analysis by Retailer/Brand at the analysis filter.

Material by Retailer

This analysis is useful as a part of the design process. Understanding product material composition helps you further understand target market preferences.

Material Composition analysis is best analysed with the Trade Analysis card within the ‘Product Analysis: Trade Performance’ Module for further validation.

Key Takeaways

  1. What are the core materials adopted across competitors?
  2. What does the adoption of core material imply in market preference? 
  3. What are the differences between competitors’ top 5 core materials?
  4. How broad are competitors’ material offerings? Are they woven or jersey based? 

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