Question

Topic: Research/Metrics

Share In Shop Handling. What Does It Mean?

Posted by Anonymous on 6/24/2010 at 10:24 AM ET 125 Points
What does the index of shop handling mean? What is the difference between share in shop handling and volume share? Does anyone know the formulas?
Looking forward to your answers. Thanx in advance!
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RESPONSES

  • Posted on 6/24/2010 at 10:37 AM Accepted
    Where did you see the term "shop handling?" Do you know to which country the term is applied?

    In syndicated data in the US, we often refer to "stores handling," in which case it means "retail outlets stocking the item."

    And the "share in stores handling" would be the market share of a brand/item just in the stores that stock it. (Market share = sales volume of brand divided by sales volume of all brands in the category. Can be in purchased units, pounds/weight/volume, or dollars/other currency.)

    This would be in contrast to the "total market" share, which would be the market share in the entire geographic area, including stores that stock the item and stores that do not.

    I'm not sure if this (a) is clear, or (b) addresses your question ... but it seems close, especially if there's a language difference involved.
  • Posted by koen.h.pauwels on 6/24/2010 at 1:12 PM Accepted
    AC Nielsen is using that term for one the indicators for assessing the competitive position of companies in the retail trade. It represents the Market share of goods in retail outlets ( the shelves ) . Measured in %
  • Posted on 6/24/2010 at 4:02 PM Author
    To Mr. Goodman: These terms are used in AC Nielsen. You are moving in the right direction but I still can't grasp the difference between share in shop handling and market share. And are we talking about products or brands?
  • Posted by dmmarathe on 6/25/2010 at 12:34 AM Accepted
    Share in shop handling is % share of one brand when population is liomited only to one store under study.
    Market share of brand is % sales value considering entire market size.
  • Posted on 6/25/2010 at 1:31 PM Moderator
    If there are 10 stores in a city, and 5 of them carry Brand A and the other 5 stores do not carry Brand A, the market share in the city for Brand A might be 20%, but in the stores that stock Brand A, it might be 45%.

    That's because the share in the stores that do not stock Brand A is zero.

    Hope that helps.
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